Despite the interest of consumer relationship proneness (CRP) in consumer behavior research and managerial practice in Relationship Marketing, its past conceptualization and measurement bear several shortcomings. To address them, this article first develops an integrative conceptualization of CRP based on the motivations that animate the consumer and lead him or her to engage in commercial relationships. Then, it reports the development and validation process of a comprehensive, multidimensional measurement scale for CRP. This multiphase process has resulted in a 19-item scale that measures CRP across four formative motivational facets that were validated in two different sectors: retail banking services and apparel stores. This scale exhibits satisfactory psychometric qualities in both sectors. The article concludes with implications for marketing theory and practice.
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