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

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.


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.


Won-Moo Hur, Hoseo University, Korea
Minsung Kim, Inha University, Korea
Kyungdo Park, Sogang University, Korea


NA - Advances in Consumer Research Volume 35 | 2008

Share Proceeding

Featured papers

See More


“I Desire A Brand When I See How They are Different from Me”: Differential Effects of Blatant and Subtle Brand Rejection

Jun Yan, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
Americus Reed, University of Pennsylvania, USA

Read More


In Praise of Pleasure: Hedonic Consumption Fosters Prosocial Behavior

Daniela Cristian, City University of London, UK
Bob Fennis, University of Groningen, The Netherlands
Luk Warlop, Norwegian School of Management, Norway

Read More


Emotion, Scientific Reasoning, and Judgments of Scientific Evidence

Caitlin Drummond, University of Michigan, USA
Baruch Fischhoff, Carnegie Mellon University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.