This paper aims to examine competing models of the directionality of influences between customer satisfaction, affective commitment, and the customer's perceptions of risk associated with a service organization. It also aims to include the effects of a customer's prior experience with the organization and experience with other organizations in the service category in the models.
Structural equation models of data from a survey to customers of a performing arts organization (sample size=401) are used to test the hypotheses.
The study suggests that commitment has a positive influence on customer satisfaction and diminishes risk perceptions. There is less support for a model in which satisfaction increases commitment and reduces perceived risk.
There has been recent controversy as to whether customer satisfaction leads to customer loyalty. This study provides a different perspective by suggesting that customers with high commitment to an organization use satisfaction surveys to express their loyalty.
Johnson, M.S., Sivadas, E. and Garbarino, E. (2008), "Customer satisfaction, perceived risk and affective commitment: an investigation of directions of influence", Journal of Services Marketing, Vol. 22 No. 5, pp. 353-362. https://doi.org/10.1108/08876040810889120
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