The role of commitment on the customer benefits--loyalty relationship in mobile service industry

Won-Moo Hur, Jungkun Park and Minsung Kim

The Service Industries Journal, 2008, vol. 30, issue 14, 2293-2309

Abstract: The purpose of this study is to identify appropriate combinations between various types of commitment and benefit, to induce and enhance loyalty behaviours, such as customer retention, cross-selling, and customers' positive word-of-mouth, in a matured service market. The results show that functional and economic benefits have significant effects on customer retention through calculative commitment, while experiential and symbolic benefits significantly affect cross-selling and positive word-of-mouth via affective commitment. Normative commitment mediates the relationship between affective commitment and customer retention. The implications of these findings for loyalty management strategy related with service benefits and type of commitment are discussed. Limitations and recommendations for future research are also presented.

Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:taf:servic:v:30:y:2008:i:14:p:2293-2309

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DOI: 10.1080/02642060802629877

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The Service Industries Journal is currently edited by Eileen Bridges, Professor Domingo Ribeiro, Ronald Goldsmith, Barry Howcroft and Youjae Yi

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