Business model design, customer relationship proneness, and customer experience quality

This paper explores how efficiency-centered and novelty-centered business model (BM) designs affect customer experience quality (CEQ) through the mediating role of customer relationship proneness (CRP). It tested hypotheses through hierarchical regression analysis with data from 519 customers in business-to-customer contexts. The results show that both efficiency-centered and novelty-centered BM designs positively affect CEQ; however, the interaction between them negatively affects CEQ. The results also show that the influence of them on CEQ is partially mediated through CRP.