The purpose of this paper is to study the impact of relationship comfort and relationship proneness on the ability of service firms to build and maintain customer relationships in emerging markets (EMs).,A field-survey was conducted with retail-banking customers in India (n=300) using a structured self-administered questionnaire with well-established scales.,Relationship comfort positively affects key relationship marketing (RM) constructs (e.g. customer satisfaction, trust, commitment and loyalty) and relationship proneness positively moderates (strengthens) the impact of relationship comfort on customer commitment and loyalty.,The findings may not be generalizable to all customer types using bank services as well as other types of services and in other EMs.,Service firms in EMs can build and maintain robust customer relationships by using relationship comfort and relationship proneness to strengthen key RM constructs, such as customer satisfaction, trust, commitment and loyalty.,The paper highlights the importance of maintaining RM as a tool to build valuable customer relationships but also reveals the importance of relationship comfort and relationship proneness in building trust-based customer relationships in the EMs.

中文翻译：

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管理新兴市场的客户关系

本文的目的是研究关系舒适度和关系倾向性对服务公司建立和维护新兴市场（EM）中客户关系的能力的影响。印度零售银行客户进行了实地调查（ n = 300），使用结构合理的自我管理问卷并建立良好的量表。关系的舒适度对客户承诺和忠诚度的影响。研究结果可能无法推广到使用银行服务以及其他类型的服务和其他新兴市场的所有客户类型。新兴市场中的服务公司可以通过关系舒适度和关系倾向性来建立和维护稳固的客户关系，从而加强关键的客户关系建设，例如客户满意度，信任，承诺和忠诚度。客户关系，但也揭示了在EM中建立基于信任的客户关系时，关系舒适度和关系倾向性的重要性。