2022
DOI: 10.4102/ac.v22i1.1028
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Investigating the antecedents and outcome of commitment in a business-to-consumer service environment

Abstract: Orientation: Over the past two decades, a new school of thought has emerged that requires investigation into the multidimensional nature of commitment on loyalty.Research purpose: The study explores the extent to which the affective and calculative commitment of retail banking customers is influenced by selected antecedents, on the one hand, and its influence on loyalty on the other.Motivation for the study: Greater knowledge of the factors that influence the affective and calculative commitment of bank custom… Show more

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Cited by 2 publications
(1 citation statement)
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“…When customers experience delight in their engagement with a service provider, it strengthens their feelings of belonging to the provider or brand, thereby strengthening their overall affective commitment to the service provider (Sashi et al, 2019). In the marketing literature, studies conducted in South Africa and Pakistan confirms that in a banking context, delivering above the expectations of customers strengthen their sense of attachment to their bank and enhance their feeling of belonging to their bank Roberts-Lombard et al (2022), Sheikh et al (2021). Thus, it is proposed that: H2.…”
Section: Delight-affective Commitment Interrelationshipmentioning
confidence: 99%
“…When customers experience delight in their engagement with a service provider, it strengthens their feelings of belonging to the provider or brand, thereby strengthening their overall affective commitment to the service provider (Sashi et al, 2019). In the marketing literature, studies conducted in South Africa and Pakistan confirms that in a banking context, delivering above the expectations of customers strengthen their sense of attachment to their bank and enhance their feeling of belonging to their bank Roberts-Lombard et al (2022), Sheikh et al (2021). Thus, it is proposed that: H2.…”
Section: Delight-affective Commitment Interrelationshipmentioning
confidence: 99%