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Customer satisfaction, perceived risk and affective commitment: an investigation of directions of influence

Mark S. Johnson (School of Business, Montclair State University, Montclair, New Jersey, USA)
Eugene Sivadas (Milgard School of Business, University of Washington, Tacoma, Washington, USA)
Ellen Garbarino (Weatherhead School of Management, Case Western Reserve University, Cleveland, Ohio, USA)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 August 2008

Abstract

Purpose

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.

Design/methodology/approach

Structural equation models of data from a survey to customers of a performing arts organization (sample size=401) are used to test the hypotheses.

Findings

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.

Originality/value

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.

Keywords

Citation

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

Publisher

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Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited