Investigating the antecedents and outcome of commitment in a business-to-consumer service environment

Roberts-Lombard, Mornay; Nemadzhilili, Fulufhelo H.; Coelho, Gabriella S.M.Q.; Mangope, Onnalena S.

doi:10.4102/ac.v22i1.1028

Cited by 2 publications

(1 citation statement)

References 114 publications

(121 reference statements)

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“…When customers experience delight in their engagement with a service provider, it strengthens their feelings of belonging to the provider or brand, thereby strengthening their overall affective commitment to the service provider (Sashi et al, 2019). In the marketing literature, studies conducted in South Africa and Pakistan confirms that in a banking context, delivering above the expectations of customers strengthen their sense of attachment to their bank and enhance their feeling of belonging to their bank Roberts-Lombard et al (2022), Sheikh et al (2021). Thus, it is proposed that: H2.…”

Section: Delight-affective Commitment Interrelationshipmentioning

confidence: 99%

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: Delight-affective Commitment Interrelationshipmentioning

confidence: 99%

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

Roberts-Lombard,

Makanyeza,

Jaiyeoba

et al. 2024

AJEMS

Self Cite

View full text Add to dashboard Cite

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Revisiting the satisfaction–loyalty link in retail banking – An emerging market perspective

Petzer,

Roberts-Lombard

2024

Journal of Economic and Financial Sciences

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Orientation: Revisiting the satisfaction–loyalty link is critical to better understand the driving factors of satisfaction and loyalty. This is especially true considering the increasing competitive nature of South Africa’s banking industry.Research purpose: The study revisits the satisfaction–loyalty link and the mediating effect of affective and calculative commitment on the satisfaction–loyalty link.Motivation for the study: Numerous scholars have explored and proposed different pathways to enhance the satisfaction–loyalty link in multiple contexts and industries. To date, there is, however, no clear pathway in a business-to-consumer (B2C) context and further research is required on how to strengthen this link.Research approach/design and method: A quantitative descripto-explanatory study that is cross-sectional in nature was used to collect empirical data from 871 banking customers in South Africa purposively selected using interviewer-administered questionnaires. SmartPLS 3.2.7 was used to test the direct effect (H1–H4) and Hayes Process Macro for SPSS (Model 4) was used to test the indirect effects (H5 and H6).Main findings: Satisfaction has a significant and positive relationship with affective and calculative commitment, and calculative commitment in turn has a significant and positive relationship with loyalty. Both affective and calculative commitments partially mediate the relationship between satisfaction and loyalty.Practical/managerial implications: The importance of affective commitment in the relationship between satisfaction and loyalty among customers of South African retail banks is highlighted.Contribution/value-add: This study provides an enhanced understanding of the importance of affective and calculative commitment in strengthening the satisfaction–loyalty link.

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Investigating the antecedents and outcome of commitment in a business-to-consumer service environment

Cited by 2 publications

References 114 publications

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

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

Revisiting the satisfaction–loyalty link in retail banking – An emerging market perspective

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