The relative strength of affective commitment in securing loyalty in service relationships

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 0148-2963 (http://dx.doi.org/10.1016/j.jbusres.2006.08.005)

Full text not available in this repository.Request a copy

Abstract

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.

  • Item type:Article
    ID code:9221
    Dates:
    Date
    Event
    November 2006
    Published
    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:24 Mar 2023 01:44
    URI:https://strathprints.strath.ac.uk/id/eprint/9221
CORE (COnnecting REpositories)