TY  - JOUR
AB  - 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.
VL  - 22
IS  - 5
SN  - 0887-6045
DO  - 10.1108/08876040810889120
UR  - https://doi.org/10.1108/08876040810889120
AU  - Johnson Mark S.
AU  - Sivadas Eugene
AU  - Garbarino Ellen
PY  - 2008
Y1  - 2008/01/01
TI  - Customer satisfaction, perceived risk and affective commitment: an investigation of directions of influence
T2  - Journal of Services Marketing
PB  - Emerald Group Publishing Limited
SP  - 353
EP  - 362
Y2  - 2024/05/10
ER  -