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Interaction Effects of the Three Commitment Components on Customer Loyalty Behaviors

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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.

Keywords: CUSTOMER COMMITMENT; CUSTOMER RELATIONSHIP MANAGEMENT; LOYALTY BEHAVIOR

Document Type: Research Article

DOI: http://dx.doi.org/10.2224/sbp.2012.40.9.1537

Publication date: October 1, 2012

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