Relationship quality and consumer loyalty in high-tech services: The dual role of continuance commitment
Authors: Giovanis, Apostolos 
Issue Date: 1-Jan-2015
Journal: International Journal on Strategic Innovative Marketing 
Volume: 2
Issue: 2
Keywords: Satisfaction, Trust, Commitment, Loyalty, Relationship marketing, High-tech services
Abstract: 
The purposes of this paper is first to empirically measure the direct effects of relationship quality (RQ) components on customer loyalty, and second to examine the moderating effects of continuance commitment on these relationships in the context of high-tech consumer services. This paper extends the relationship commitment paradigm by testing a contingency model to assess the impact of satisfaction, trust, and affective commitment on customer loyalty, under different levels of continuance commitment. Data was collected from a survey of 460 customers of mobile telecommunication service providers and analyzed using partial least squares methodology. Findings clearly indicate that the impact of all RQ components on customer loyalty is statistically significant but also varies according to the level of continuance commitment. Relevant theoretical and managerial implications are presented at the end of the paper.
ISSN: 2241-8407
URI: https://uniwacris.uniwa.gr/handle/3000/2452
Type: Article
Department: Department of Business Administration 
School: School of Administrative, Economics and Social Sciences 
Affiliation: University of West Attica (UNIWA) 
Appears in Collections:Articles / Άρθρα

CORE Recommender
Show full item record

Page view(s)

21
checked on Nov 5, 2024

Google ScholarTM

Check


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.