Considering bright or dark side of unexpected connections between general of life satisfaction to specific marketplace outcomes, aim of the study is to explore the influence of consumers’ life satisfaction on frontline rapport, purchase-satisfaction and purchase-happiness with moderation impact of consumers’ self-control. Partial Least Square based structural equation modelling was used to analyse the survey data on 252 Australian service consumers considering that services demand more consumer-employee rapport than product purchase. While the level of consumers’ life satisfaction does not influence rapport with frontline employees and their purchase satisfaction, it significantly impacts on consumers’ purchase-happiness. Also, intensity of consumers’ self-control moderates the relationship between consumers’ perceived rapport level and its impact on their purchase happiness. Practitioners can use these findings to design future promotions focusing on service consumers’ purchase-happiness and rapport building strategies can customized to high self-control consumers to maximize their purchase-happiness.
|Number of pages
|E-pub ahead of print - 1 Dec 2021
|Australian and New Zealand Marketing Academy Conference (ANZMAC 2021): Something Different - The University of Melbourne, Melbourne, Australia
Duration: 29 Oct 2021 → 1 Dec 2021
|Australian and New Zealand Marketing Academy Conference (ANZMAC 2021)
|29/10/21 → 1/12/21