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

被引：250

作者：

Evanschitzky, Heiner

Iyer, Gopalkrishnan R.

Plassmann, Hilke

Niessing, Joerg

Meffert, Heribert

机构：

[1] Univ Munster, Mkt Ctr Muenster, D-48143 Munster, Germany

[2] Florida Atlantic Univ, Boca Raton, FL 33431 USA

[3] CALTECH, Div Humanities & Social Sci, Pasadena, CA 91125 USA

来源：

JOURNAL OF BUSINESS RESEARCH | 2006年 / 59卷 / 12期

关键词：

relationship marketing; commitment; loyalty; service relationships; emotional attachment;

D O I：

10.1016/j.jbusres.2006.08.005

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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. (C) 2006 Elsevier Inc. All rights reserved.

引用

页码：1207 / 1213

页数：7