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| Author: | Fullerton, G. |
| Title: | How commitment both enables and undermines marketing relationships |
| Journal: | European Journal of Marketing
2005 : VOL. 39:11-12, p. 1372-1388 |
| Index terms: | relationship marketing customers loyalty service models Canada |
| Language: | eng |
| Abstract: | This paper aims to investigate the extent to which two components of customer commitment (hereafter as: cmt.), that is, affective cmt. and continuance cmt., both enhance and undermine customer loyalty (here as: c-lty). A theoretical model was developed to determine the extent to which the components of cmt. both serve as mediators of and interact with one another in the relationship btw. service quality (here as: s-qty.) and switching and advocacy intentions (as: ints.). The model was examined in a survey of customers in three services (here as: s.) settings: financial s., retail-grocery s. and telecommunications s. It is found that cmt. serves as a partial mediator of the service qty-lty. relationship. In addition, it is found that affective cmt. made a negative impact on switching ints. and a positive impact on advocacy ints. in all three s. settings. More detailed results are also reported. |
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