Investigating Commitment as a Unidimensional or a Multidimensional Construct in a Retail Banking Setting

Petzer, Daniël Johannes; Roberts-Lombard, Mornay

doi:10.1080/15332667.2022.2079340

Cited by 2 publications

(2 citation statements)

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“…This study concentrates on affective and calculative commitment as mediators of the delight-loyalty link. Marketing scholars such as Petzer and Roberts-Lombard (2022) and Fatima et al (2020) confirms the need to explore commitment as a multi-dimensional construct in strengthening the future intention of customers (such as loyalty). These studies confirmed the need for service providers (such as banks) to become more aware of the emotional and economic needs to customers in securing their future loyalty intention, rather than securing their satisfaction only (Farooq and Moon, 2020).…”

Section: Introductionmentioning

confidence: 99%

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Revisiting the delight–loyalty link in a retail banking context – an emerging market perspective

Roberts-Lombard,

Makanyeza,

Jaiyeoba

et al. 2024

AJEMS

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PurposeThis study uses relationship marketing theory to explore affective and calculative commitment as mediators in the delight–loyalty link. Furthermore, it investigates the role of perceived employee service delivery skills, perceived value and trust in the relationships between delight, affective commitment, calculative commitment and loyalty.Design/methodology/approachA descriptive research approach was applied, and the data were collected from 332 retail banking customers in an emergent market who are overall satisfied with their bank. A self-administered questionnaire collected data from 332 respondents who adhered to the stipulated requirements to participate in the study. These respondents were selected through purposive and convenience sampling. The constructs’ interrelationships were analysed via structural equation modelling. The measurement and structural models were also assessed.FindingsAffective and calculative commitment and delight impact loyalty. Both affective commitment and calculative commitment were found to mediate the relationship between delight and customer loyalty.Research limitations/implicationsThe study enhances an understanding of the role of affective and calculative commitment in strengthening the delight–loyalty link from a relationship marketing theory perspective.Practical implicationsThe study provides guidance to the retail banking industry in emerging markets on the importance of affective and calculative commitment in strengthening the delight–loyalty link. It further informs retail banks of the need to provide banking customers with products and service value that exceed their expectations to strengthen their future commitment and loyalty to their bank.Originality/valueGuided by relationship marketing theory, the role of affective and calculative commitment in mediating the delight–loyalty link in an emerging market context is uncovered.

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Section: Introductionmentioning

confidence: 99%

“…This study concentrates on affective and calculative commitment as mediators of the delight–loyalty link. Marketing scholars such as Petzer and Roberts-Lombard (2022) and Fatima et al . (2020) confirms the need to explore commitment as a multi-dimensional construct in strengthening the future intention of customers (such as loyalty).…”

Section: Introductionmentioning

confidence: 99%