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| Author: | Pritchard, M. Havitz, M. Howard, D. |
| Title: | Analyzing the commitment-loyalty link in service contexts |
| Journal: | Journal of the Academy of Marketing Science
1999 : SUMMER, VOL. 27:3, p. 333-348 |
| Index terms: | MARKETING LOYALTY COMMITMENT |
| Language: | eng |
| Abstract: | This study addressed the ill-understood issue of how loyalty develops in service patrons. Although many theorists hold commitment to be an essential part of this process, the link between commitment and loyalty has received little empirical attention. To address this void, the study first portrayed commitment's root tendency to resist changing preference as a function of three antecedent processes. Second, this portrayal formed the basis for developing a psychometrically sound scale to measure the construct of commitment. |
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