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- Title
INTERACTION EFFECTS OF THE THREE COMMITMENT COMPONENTS ON CUSTOMER LOYALTY BEHAVIORS.
- Authors
WON-MOO HUR; SEONGHO KANG
- Abstract
In this study we examined the relationships among affective, normative, and continuance customer commitment and customer loyalty behaviors of service retention, word of mouth, and willingness to pay. The sample consisted of 427 university students and employees in the manufacturing or retail sectors in South Korea who were mobile service users. Our findings confirmed that each of the 3 customer commitment components had an influence on loyalty behaviors, but for each of the components the influence differed. In addition, significant 2-way and 3-way interactions were found for loyalty behaviors. We discuss the implications of these findings for commitment management strategy as it relates to types of loyalty behaviors.
- Subjects
SOUTH Korea; CUSTOMER loyalty; CUSTOMER relationship management; CUSTOMER loyalty programs; CUSTOMER satisfaction; COLLEGE students; CUSTOMER service management
- Publication
Social Behavior & Personality: an international journal, 2012, Vol 40, Issue 9, p1537
- ISSN
0301-2212
- Publication type
Article
- DOI
10.2224/sbp.2012.40.9.1537