Psychological comfort and customer engagement in services: mediating role of relationship quality

Purpose This study aims to understand the effect of psychological comfort on relationship quality and, in turn, on direct and indirect customer engagement behaviors in financial and healthcare services across two regions. It offers insights into how service providers can build stronger emotional bonds to drive better engagement. Design/methodology/approach This study follows a sequential mixed-methods approach. First, quantitative data from 854 respondents in financial and healthcare services across two regions is analyzed. This is followed by in-depth interviews with 16 industry professionals, which confirm the quantitative findings and reveal additional constructs. Findings Results reveal that psychological comfort positively affects the relationship quality, which in turn affects both direct and indirect engagement. Furthermore, relationship quality mediates between psychological comfort and both direct and indirect engagement. In addition, age, service context (financial vs healthcare) and market (India vs United Kingdom) emerge as key moderators across the conceptual model. Research limitations/implications This study has some limitations. First, it has reliance on cross-sectional design. In addition, it focuses solely on psychological comfort and relationship quality as antecedents to customer engagement, leaving other potential factors unexplored. Finally, self-reported data may also indicate social desirability bias. Practical implications The findings offer important implications for service firms in India and the UK. Marketers should foster environments that enhance psychological comfort, strengthen relationship quality and drive direct and indirect engagement behaviors, supporting long-term growth and customer loyalty. Originality/value This study focuses on examining the understudied psychological comfort and its effect on predicting customer engagement behaviors via relationship quality in two service contexts across two geographies. It combines relationship marketing, social exchange and customer engagement theories to explain the phenomenon.