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

Heiner Evanschitzky, Gopalkrishnan R. Iyer, Hilke Plasmann, Joerg Niesing, Heribert Meffert

Research output: Contribution to journalArticle

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.
Original languageEnglish
Pages (from-to)1207-1213
Number of pages7
JournalJournal of Business Research
Volume59
Issue number12
DOIs
Publication statusPublished - Nov 2006

Keywords

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

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