A Review of the Conceptualization of Customer Commitment: Its Nature and Dimensionality
The purpose of this paper is to clarify the nature and dimensionality of customer commitment. Based on an extensive literature review, the paper concludes (1) that customer commitment is the customers psychological state of maintaining a long-term exchange relationship voluntarily, and (2) that customer commitment is driven by the perceived cost of terminating the relationship, a desire and a sense of obligation to maintain the relationship, the three of which constitute three forms or dimensions of customer commitment. We suggest (1) that the three dimensions representing perceived cost, desire, and obligation be labeled “calculative commitment, “affective commitment, and “normative commitment respectively to better reflect their real meaning, and (2) that a new measurement scale for “calculative commitment be developed.
commitment customer commitment nature of customer commitment dimensionality of customer commitment
Wenyan Huang Hailin Lan
School of Business Administration South China University of Technology, Guangzhou, China
国际会议
香港·广州
英文
652-656
2010-07-25（万方平台首次上网日期，不代表论文的发表时间）