The DOI matches its Crossref record; 9 of the 9 references it cites were found in a registry or an index.
When Does Commitment Lead to Loyalty?
Abstract
Customer commitment is now regarded as a key variable in marketing relationships. The article investigates the roles played by different forms of commitment in the relationship between customers and their service provider. It was found that when customer commitment is based on shared values and identification, it has a uniformly positive impact on customer loyalty. When customer commitment is based on switching costs and dependence, it has mixed effects on customer loyalty. In addition, it was found that there were significant interactions between these two forms of commitment on customer loyalty. If we are to understand the role of customer commitment, we must have a solid understanding of the nature of commitment present in the relationship. These findings have important implications for the development and management of service relationships because it is not necessarily the case that more customer commitment is better for either the service provider or the customer.
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Cites
The commitment-trust theory of relationship marketing
Morgan, R. M., & Hunt, S. D. (1994) · Journal of Marketing · doi:10.1177/002224299405800302 · Cited by 22,355
The Behavioral Consequences of Service Quality
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996) · Journal of Marketing · doi:10.2307/1251929 · Cited by 12,003
Developing buyer-seller relationships
Dwyer, F. R., Schurr, P. H., & Oh, S. (1987) · Journal of Marketing · doi:10.1177/002224298705100202 · Cited by 9,139
An Examination of the Nature of Trust in Buyer-Seller Relationships
Doney, P. M., & Cannon, J. P. (1997) · Journal of Marketing · doi:10.2307/1251829 · Cited by 6,822
Mathieu, J. E., & Zajac, D. M. (1990) · Psychological Bulletin · doi:10.1037//0033-2909.108.2.171 · Cited by 6,449
The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships
Garbarino, E., & Johnson, M. S. (1999) · Journal of Marketing · doi:10.1177/002224299906300205 · Cited by 4,899
The use of pledges to build and sustain commitment in distribution channels
Anderson, E., & Weitz, B. (1992) · Journal of Marketing Research · doi:10.1177/002224379202900103 · Cited by 3,431
Harrison-Walker, L. J. (2001) · Journal of Service Research · doi:10.1177/109467050141006 · Cited by 1,583
Implications of Loyalty Program Membership and Service Experiences for Customer Retention and Value
Bolton, R. N., Kannan, P. K., & Bramlett, M. D. (2000) · Journal of the Academy of Marketing Science · doi:10.1177/0092070300281009 · Cited by 1,157
Cited by
Gustafsson, A., Johnson, M. D., & Roos, I. (2005) · Journal of Marketing · doi:10.1509/jmkg.2005.69.4.210 · Cited by 1,576
Relationship quality as a predictor of B2B customer loyalty
Rauyruen, P., & Miller, K. E. (2007) · Journal of Business Research · doi:10.1016/j.jbusres.2005.11.006 · Cited by 1,123
The Evolution of Loyalty Intentions
Johnson, M. D., Herrmann, A., & Huber, F. (2006) · Journal of Marketing · doi:10.1509/jmkg.70.2.122 · Cited by 787
The Positive and Negative Effects of Switching Costs on Relational Outcomes
Jones, M. A., Reynolds, K. E., Mothersbaugh, D. L., & Beatty, S. E. (2007) · Journal of Service Research · doi:10.1177/1094670507299382 · Cited by 446
Content or Community? A Digital Business Strategy for Content Providers in the Social Age1
Oestreicher-Singer, G., & Zalmanson, L. (2013) · MIS Quarterly · doi:10.25300/misq/2013/37.2.12 · Cited by 422
Metadata
- Authors
- Fullerton, G.
- Venue
- Journal of Service Research
- Publisher
- SAGE Publications
- Published
- 2003-05
- Volume
- 5
- Issue
- 4
- Pages
- 333-344
- ISSN
- 1094-6705 (ISSN-L)
- 1552-7379
- OpenAlex
- W2085086200
- Cited by
- 869
- References
- 9
- FWCI
- 17.54
- Type
- journal article
- Language
- en
- Open access
- closed
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
