The Role of Commitment on the Customer Benefits – Loyalty Relationship in the Service Industry

Won-Moo Hur, Hoseo University, Korea
Minsung Kim, Inha University, Korea
Kyungdo Park, Sogang University, Korea
The purpose of this study is to identify appropriate combinations between various types of commitment and benefit, to enhance loyalty behaviors, such as customer retention, cross-selling, and customers’ positive word-of-mouth, in matured service market. The result showed that calculative commitment had a significant effect only on customer retention, whereas affective commitment was contributed to developing all types of active loyalty behaviors (e.g. positive word-of-mouth, cross-selling). On the other hand, affective commitment was significantly influenced by symbolic and experiential benefits, and calculative commitment was by functional and economic benefits. The significant mediating role of commitment was also identified.
[ to cite ]:
Won-Moo Hur, Minsung Kim, and Kyungdo Park (2008) ,"The Role of Commitment on the Customer Benefits – Loyalty Relationship in the Service Industry", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 941-942.