Relationship quality as an antecedent of customer relationship proneness: A cross-cultural study between Spain and Mexico

Key factors, such as globalization and the development of information technologies, have forced some firms to change their approach to customer relationship management, particularly within the new competitive framework of online channels. In this context, customer relationship proneness may guide relationship quality (RQ) by keeping commercial relations alive. This research proposes and examines a conceptual model using a comprehensive management approach that includes market orientation (MO), knowledge management (KM), and perceived relationship investment (PRI) as perceived by customers, which, when available, enhance RQ in an online context. To the best of our knowledge, this study is the first to investigate the effect of RQ on CRP, making a unique contribution to better understanding the continuity of customer–firm relationships.