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 customers becomes important to enhance their loyalty in the competitive banking industry of South Africa.

Research design, approach and method: The collection of data was secured from 400 retail bank customers through self-administered questionnaires and analysed using descriptive statistics and standard multiple regression.

Main findings: Perceived value, customer orientation, and expertise have a significant and positive influence on affective commitment and calculative commitment. Furthermore, affective commitment has a positive and significant influence on calculative commitment, while both affective and calculative commitment have a positive and significant influence on customer loyalty.

Practical/managerial implications: The study guides South African retail banks in developing an improved understanding of the importance of commitment (affective and calculative) as a precursor to loyalty in an emerging African market context. Moreover, it emphasises the importance of selected commitment stimuli that influence the future strengthening of the commitment-loyalty link.

Contribution/value-add: Through the application of a relationship marketing and social exchange theoretical framework, selected commitment (affective and calculative) stimuli are investigated to uncover their influence on strengthening the commitment-loyalty link.