Evanschitzky, H. and Iyer, G.R. and Plabmann, H. (2006) The relative strength of affective commitment in securing loyalty in service relationships. Journal of Business Research, 59 (12). pp. 1207-1213. ISSN 0148-2963Full text not available in this repository. (Request a copy from the Strathclyde author)
While commitment is an important antecedent to customer retention, a broad consensus has yet to emerge on the impacts of constituent dimensions of commitment on loyalty in service relationships. This study explores the impacts of affective and continuance commitment on attitudinal and behavioral loyalty in a service context. Since affective commitment is more positive and governed by free choice, whereas continuance commitment is more the result of perceived economic and psychological benefits of being in a relationship, the results of this study suggest that emotional bonds with customers provide a more enduring source of loyalty as compared to economic incentives and switching costs.
|Keywords:||relationship marketing, commitment, loyalty, service relationships, emotional attachment, Marketing. Distribution of products, Marketing|
|Subjects:||Social Sciences > Commerce > Marketing. Distribution of products|
|Department:||Strathclyde Business School > Marketing|
|Depositing user:||Strathprints Administrator|
|Date Deposited:||18 Mar 2010 14:06|
|Last modified:||29 Jul 2016 02:16|