Service customer commitment and response

Abstract

Purpose

This paper aims to examine the role of three forms of customer commitment (normative, affective, and continuance) on a variety of loyalty‐related customer responses.

Design/methodology/approach

Data were collected from two distinct sampling frames, which yielded a combined metrically invariant sample of 348 consumers. A three‐dimensional conceptualization of commitment is used to analyze impacts on one focal (i.e. repurchase intentions) and two discretionary customer responses.

Findings

Results of structural equation modeling analyses indicate that affective commitment is the primary driver of the customer responses and mediates the effects of normative and continuance commitments. These effects are contingent upon the type of service.

Research limitation/implications

This research emphasizes the primacy of affective commitment in predicting loyalty‐like customer responses.

Practical implications

Managers need to focus primarily on generating affective commitment, but be mindful that normative and continuance commitment also play a role in generating desirable consumer responses.

Originality/value

The paper builds on and overcomes several deficiencies in prior commitment research. A more accurate and useful representation of affective, normative, and continuance commitment roles in generating focal and discretionary behaviors is provided.

Citation

Jones, T., Fox, G.L., Taylor, S.F. and Fabrigar, L.R. (2010), "Service customer commitment and response", Journal of Services Marketing, Vol. 24 No. 1, pp. 16-28. https://doi.org/10.1108/08876041011017862