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

Fingerprint

Loyalty
Affective commitment
Service relationships
Continuance commitment
Switching costs
Attitudinal loyalty
Customer retention
Economics
Economic incentives
Emotion
Psychological
Behavioral loyalty

Keywords

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

Cite this

Evanschitzky, Heiner ; Iyer, Gopalkrishnan R. ; Plasmann, Hilke ; Niesing, Joerg ; Meffert, Heribert. / The relative strength of affective commitment in securing loyalty in service relationships. In: Journal of Business Research. 2006 ; Vol. 59, No. 12. pp. 1207-1213.
@article{7f4b7072a381424dbe0f26e4716d81db,
title = "The relative strength of affective commitment in securing loyalty in service relationships",
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.",
keywords = "relationship marketing, commitment, loyalty, service relationships, emotional attachment",
author = "Heiner Evanschitzky and Iyer, {Gopalkrishnan R.} and Hilke Plasmann and Joerg Niesing and Heribert Meffert",
year = "2006",
month = "11",
doi = "10.1016/j.jbusres.2006.08.005",
language = "English",
volume = "59",
pages = "1207--1213",
journal = "Journal of Business Research",
issn = "0148-2963",
publisher = "Elsevier",
number = "12",

}

The relative strength of affective commitment in securing loyalty in service relationships. / Evanschitzky, Heiner; Iyer, Gopalkrishnan R.; Plasmann, Hilke; Niesing, Joerg; Meffert, Heribert.

In: Journal of Business Research, Vol. 59, No. 12, 11.2006, p. 1207-1213.

Research output: Contribution to journalArticle

TY - JOUR

T1 - The relative strength of affective commitment in securing loyalty in service relationships

AU - Evanschitzky, Heiner

AU - Iyer, Gopalkrishnan R.

AU - Plasmann, Hilke

AU - Niesing, Joerg

AU - Meffert, Heribert

PY - 2006/11

Y1 - 2006/11

N2 - 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.

AB - 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.

KW - relationship marketing

KW - commitment

KW - loyalty

KW - service relationships

KW - emotional attachment

UR - https://www.sciencedirect.com/science/article/pii/S0148296306001238?via%3Dihub

U2 - 10.1016/j.jbusres.2006.08.005

DO - 10.1016/j.jbusres.2006.08.005

M3 - Article

VL - 59

SP - 1207

EP - 1213

JO - Journal of Business Research

JF - Journal of Business Research

SN - 0148-2963

IS - 12

ER -