The service quality–loyalty relationship in retail services: does commitment matter?

The marketing literature has produced two schools of thought on the cause of customer loyalty in services industries. The service quality perspective puts forward that service quality evaluations substantially drive customer loyalty in services industries. The relationship marketing perspective puts forward that customer commitment to the service provider substantially drives customer loyalty in services industries. In addition, commitment is a complex construct with at least two forms, one based in liking and identification (affective commitment) and one based in dependence and switching costs (continuance commitment). These positions were examined in an integrated model of retail–service relationships. It was found that affective commitment and continuance commitment were mainly partial mediators of the service quality–loyalty relationship. It was also found that affective commitment to the retailer had a positive impact on customer loyalty while continuance commitment in marketing relationship had a deleterious effect on customer loyalty.     

The Relationship Between Paternalistic Leadership and Organizational Commitment: Investigating the Role of Climate Regarding Ethics

One of the important factors influencing perceptions of the existence of an ethical climate is leader behaviors. It is argued that paternalistic leadership behaviors are developed to humanize and remoralize the workplace. In various studies, leadership behaviors and climate regarding ethics were evaluated as antecedents of organizational commitment. In this sense, the purpose of this study is to investigate the relationship between paternalistic leadership behaviors, climate regarding ethics and organizational commitment. Data were obtained from 142 individuals. Results indicated that benevolent paternalistic leadership had a moderate effect on affective commitment and strong effect on continuance commitment. Moreover, it was found that paternalistic leadership had an effect on the perception of an ethical climate. Strong relationship was found between climate regarding ethics and affective commitment; moderate relationship was found between climate regarding ethics and continuance commitment. Finally, results indicated that climate regarding ethics had a mediating effect between benevolent paternalistic leadership and affective commitment. Gül Selin Erben holds MA degree on Human Resources Management. She is a Phd candidate on Organizational Behavior field. She works as a research assistant at the Maltepe University. Ayşe Begüm Güneşer holds MA degree on Human Resources Management and she holds Phd degree on Organizational Behavior.     

Better together: Trait competitiveness and competitive psychological climate as antecedents of salesperson organizational commitment and sales performance

This study assesses the direct and interactive effects of trait competitiveness and competitive psychological climate on organizational commitment and sales performance using data collected from industrial salespeople and company records. Findings indicate that the positive impact of trait competitiveness on sales performance is contingent upon a highly competitive psychological climate, helping to explain inconsistent findings in the literature and underscoring the need for firms to manage the fit between salespeople and organizational culture. Additionally, the study reveals continuance commitment’s negative moderation of the affective commitment–sales performance relationship. Taken together, the model reveals an interesting process such that managers should recruit salespeople with high trait competitiveness and foster a competitive climate internally to generate the best sales performance outcomes.     

The effects of mentoring on salesperson commitment

This paper examines the impact of having a mentor on mentoree affective, continuance and normative commitment to the organization and occupation. Hypotheses are developed comparing salespeople with and without mentors, and mentorees with mentors inside and outside of the organization. Data was collected from a national sample of salespeople. The results indicate that having a mentor is positively associated with mentoree affective and normative organizational commitment, and affective, continuance and normative occupational commitment. Results also indicate that organizational mentors, as opposed to external mentors, are more strongly associated with mentoree affective and normative organizational commitment. Finally, organizational mentors do not have a greater impact on the facets of mentoree occupational commitment than mentors outside of the organization.     

The association between training and organizational commitment among white‐collar workers in Malaysia

The exploration of the relationship between organizational commitment and training is still in its early stages. Although there have been several studies reported on training and organizational commitment in Western countries, very little has been done in respect of the local professionals in Malaysia. This research investigates the association between five training variables (availability of training, support for training, motivation to learn, training environment and perceived benefits of training), and various aspects of organizational commitment (affective commitment, normative commitment, continuance commitment and overall organizational commitment). The availability of training, support for training, motivation to learn, training environment, perceived benefits of training were all significantly correlated with affective commitment, normative commitment and overall organizational commitment. The training environment and perceived benefits were also significantly correlated with continuance commitment. However the availability of training, support for training and motivation to learn were not significantly correlated with continuance commitment. This suggests that despite other forms of commitment, Malaysian workers do not feel that they need to remain in an organization that has made available the training, given support for the training and were motivated to learn. Otherwise, results suggest that on the whole, training does seem to have an influence on organizational commitment. The practical implication of this is that managers, who are so desirous of enhancing organizational commitment among their subordinates, should pay more attention to training. Annual income was found to correlate positively with affective commitment and overall commitment. Age and tenure were not significant predictors of overall organizational commitment contradicting studies in the West. This demonstrated that Malaysians might have different attitudes towards organizational commitment. The older they are and the longer they stay within an organization do not imply that they will be committed towards their organization. This phenomenon can be attributed to the uncertain business environment in Malaysia.     

What drives content creation behavior on SNSs? A commitment perspective

We investigate the mind-sets driving users' content creation behavior on social network sites (SNSs) and antecedents of these mind-sets. The results of our survey of 1242 Renren users in China indicated that affective and continuance commitments are the main drivers of users' content creation behaviors on SNSs, while normative commitment has little influence on content creation behaviors. Further, informational support and emotional support from the social support perspective, reputational capital and relational capital from the sunk cost theory, subjective norm and perceived critical mass from the social influence perspective perform well as antecedents of affective, continuance, and normative commitment, respectively.     

Self‐directed learning readiness as an antecedent of organizational commitment: a Korean study

This study was to test whether employees possessing a higher level of self‐directed learning (SDL) readiness have significantly stronger organizational commitment in Korean business settings. Job position and length of service in the workplace, which were previously found as related variables to influence organizational commitment, were included to see how strongly they are associated with organizational commitment. This study found that SDL readiness was a meaningful variable in terms of predicting both affective and continuance commitment. While SDL readiness is negatively related to continuance commitment, it is positively associated with affective commitment. The findings of this study supported the theoretical assumption drawn in a review of the literature.     

The effect of bonds on loyalty towards auditors: the mediating role of commitment

The study examines the impact of knowledge and social bonds on commitment and behavioural loyalty in auditor–client relationships. A model is proposed and tested using data collected from stock exchange company executives in the UK. The results show the significant effects of the knowledge and social bonds on commitment. Commitment is shown to be a mediating variable, which influences word-of-mouth and continuance but not the purchase of non-audit services. In the light of these findings, suggestions are provided to auditors in developing relationship bonds and managing the relationship at the firm level.     

Relations between organizational commitment and focal and discretionary behaviours

The purpose of this paper is to analyse the relations between organizational commitment (OC) dimensions and two focal and discretionary behaviours (intention to stay and organizational citizenship behaviour). Drawing on a sample of 310 Spanish employees of small services firms, this research reveals that in contrast to recent findings that detected a nonlinear (inverted U-shaped) relationship between continuance commitment and intention to stay, the form of the relationships between OC dimensions and the proposed outcomes is linear rather than nonlinear. Furthermore, when dividing continuance commitment into two subcomponents, the research results indicate that the dimension associated with commitment based on few existing employment alternatives is significantly, negatively and linearly related to intention to stay and organizational citizenship behaviour. This suggests that the three-component model of OC suffers from a conceptual inconsistency, which is further discussed.     

On distributor commitment in industrial channels of distribution: A multicomponent approach

Despite a recent surge of interest in commitment, its conceptual scope and components in channel relationships remain equivocal. The authors suggest continuance, behavior, and affect as three essential components of distributor commitment and hypothesize that each component of commitment has a different set of driving forces. A proposed model was tested with data collected in a national survey of industrial distributors. Estimation results indicate that (a) three suggested components are interrelated, yet distinctive, elements of distributor commitment, and (b) each component of distributor commitment is driven by a different set of driving forces. © 1997 John Wiley & Sons, Inc.     

Determining the antecedents and consequences of donor‐perceived relationship quality—A dimensional qualitative research approach

It is generally accepted that an understanding of quality conceptualizations is instrumental in the design and development of customer care programs. This study applies the dimensional qualitative research approach to develop a conceptual model, which demonstrates the antecedents and consequences of donor‐perceived relationship quality. This model shows that relationship benefits, service quality, trust, commitment, and satisfaction are the key antecedents of donor‐perceived relationship quality. Relationship benefits, service quality, and trust are also modeled as cognitive in nature, whereas commitment and satisfaction are modeled as affective variables. The model also highlights donor loyalty and positive word‐of‐mouth communications as the central consequences of donor‐perceived quality. The model gives rise to a useful research agenda for fund‐raising professionals. © 2007 Wiley Periodicals, Inc.     

The Effect of Career Plateau on Chinese Employees＇ Affective Commitment： An Indigenous Career Plateau Scale and Two-Mediator Model

The two-dimensional （hierarchical and job content） model have been predominating the extant career plateau literature. However, based on Schein＇s cone-shaped organizational mobility model, we contend that stagnation in organizational centrality （inclusive plateau） may be another dimension of career plateau. Furthermore, grounded in social exchange theory and need-satisfaction models, we aim to examine the effects of career plateau on affective commitment and underlying mechanisms. In Study 1, based on a sample of 219 employees from different professions, we developed a primary validation of our three- dimensional career plateau scale. In Study 2, we examined our hypothesized model with another dataset of 288 employees. The results suggest that job satisfaction fully mediates the relationship between the job content plateau, the inclusive plateau and affective commitment. The analysis demonstrates that the specific indirect effect of job content plateauing and inclusion on affective commitment through intrinsic job satisfaction was greater than through extrinsic job satisfaction. However, the hypothesis regarding the relationship between hierarchical plateau and affective commitment was not supported, when another two dimensions of career plateau were added to the model. Our findings provide some theoretical and practical implications.     

在线品牌社群成员关系如何促进品牌忠诚——基于强弱连带整合的视角

文章从强弱连带整合的视角,探讨在线品牌社群成员强关系和弱关系数量对品牌忠诚的促进机制。借鉴社会资源理论的研究框架,基于品牌社群相关理论,本文提出了研究假设,并采用偏最小二乘法进行实证检验。结果显示：弱关系数量不会增强品牌社群信息价值和社群社交价值;强关系数量则对两种社群价值都有促进作用;品牌社群信息价值只能促进持续性社群承诺,而品牌社群社交价值会促进持续性社群承诺、情感性社群承诺和规范性社群承诺;情感性社群承诺和持续性社群承诺都会促进品牌忠诚,规范性社群承诺则不能。研究结论从连带强度的视角丰富了品牌社群理论,同时对在线品牌社群建设具有指导意义。     

Desire,need, and obligation: Examining commitment to luxury brands in emerging markets

The availability of a wide variety of luxury brands has resulted in declining commitment toward a single brand. Enhancing brand commitment has, therefore, become a significant challenge for international businesses and marketing managers. We develop a multi–dimensional brand commitment framework underpinned by marketing, organizational, and social psychology literature streams. The simultaneous examination of brand–commitment dimensions based on consumer desire, need, and obligation in our framework offers a novel perspective that advances research on brand commitment. Our findings demonstrate stability of the framework in important emerging markets for luxury brands, namely China, India, Russia, Turkey, and Thailand. The framework, incorporating affective, continuance, and normative brand commitment dimensions, offers a conceptually robust fit. We demonstrate that each brand commitment dimension is influenced by distinct antecedents, and we show the direct and interactional impact of consumers’ emotional attachment, economic motivations, and normative pressures on purchase intentions. Supported by well-established theories in organizational and social psychology, our study offers new insights on how consumers commit to brands. We provide international brand managers with a blueprint for strengthening brand commitment across countries.     

The ethical impacts of managed care

In an attempt to gain some control over ever escalating health care cost, many organizations have moved to a managed care concept of health benefits. Managed care health benefit strategies account for well over 90 percent of all employer sponsored health benefit programs.In essence, managed care coverage usually demands, at a minimum, some form of utilization review in regard to provider services. Thus the privacy of the traditional doctor patient relationship must inevitably be modified when managed care enters the picture.This paper provides a framework for analyzing the managed care phenomenon as well as surfacing ethical questions and issues that will continue to arise as managed care grows.George W. Rimler is Professor of Management at Virginia Commonwealth University. He has published numerous articles in academic and practitioner journals. His particular areas of interest are in entrepreneurship and organizational effectiveness.Richard A. Morrison is the Executive Director of the Virginia Department of Health Professions. He has been active in numerous National Professional Associations.     

Do employees value strategic CSR? A tale of affective organizational commitment and its underlying mechanisms

Virtually all studies that focus on the relationship between CSR perceptions and employees’ organizational commitment have not taken into consideration the fit between social and environmental activities and a firm’s business‐unit strategy. This is essential to inquire because scholars have argued that when companies ingrain CSR activities into their strategy‐making process (i.e., in their vision, mission, and overall business model), this might send a more compelling message that resonates closer to workers’ personal standards, and actually enhance employee‐level outcomes. Nevertheless, there is no certainty “if” and “how” these evaluations could affect employees’ organizational commitment. To address this issue, we use cue consistency theory and social identity theory as overarching frameworks to develop a model where we conceptually link perceptions of strategy‐CSR fit with a particular type of organizational commitment: affective. In addition, we posit and test three mediators to understand the underlying psychological mechanisms of this relationship: perceived external prestige, organizational identification, and work meaningfulness. Through structural equation modeling, and using a heterogeneous final sample of 579 employees, we find compelling evidence to support the fact that strategy‐CSR fit enhances employees’ affective organizational commitment through the proposed mediators. Academic contributions and practical implications are then discussed.     

Relationship commitment and value creation in sponsorship relationships

Purpose: The sponsorship industry has evolved considerably in recent years due to the strategic business opportunities that it provides. Despite increased interest in sponsorship, analysis of the relationship between relationship commitment and value creation and of relationship commitment as comprising multiple types or components in the context of sponsorship relationships is lacking. To address these gaps, this paper analyzes relationship commitment (in terms of affective commitment and value-based commitment) as a significant mediating variable, and value creation in the context of sponsorship relationships.

Methodology/approach: A questionnaire was sent to Swedish Hockey League sponsors to collect data and to verify the study’s conceptual model and relationships. The response rate for the survey was 19.8%, that is, 122 completed questionnaires out of 616 sent. The respondents represented the most common industries in Sweden, but most of them belonged to the construction, repair, and electronics industries (18.0%), manufacturing and production industry (13.1%), and commerce industry (11.5%). Most sponsoring companies (30.3%) were categorized as medium-sized (50–249 employees). Most respondents (38.5%) had invested EUR 4300–15,000, whereas 11.5% had invested less than EUR 4300. Moreover, we found that most sponsors had been in their sponsorship relationships for more than 10 years (32.8%). Structural equation modeling (SEM) was used for the data analysis.

Findings: This study demonstrates that relationship commitment is an important driver of value creation in sponsorship relationships. Furthermore, the various forms of affective commitment and value-based commitment should not be considered merely components or forms but distinct types. Certainly, there is interaction between the two types, but sequentially in such a way that affective commitment is a prerequisite for value-based commitment. This means that a sponsor must have an emotional relationship with the sponsee in order to understand, perceive, and calculate the sponsorship relationship’s future business value in terms of profits and other benefits. This study also finds that value-based commitment is the most significant type of commitment in sponsorship relationships.

Research implications: The study demonstrates that shared values, trust, and affective commitment are fundamental conditions for value-based commitment. If the parties agree on how they should behave in the relationship, the rules and objectives that apply lead to the emergence of mutual trust, which in turn makes the parties want to continue the relationship for emotional reasons. But this is not enough for value creation; they must also see that there are future business benefits from the relationship. Therefore, the parties more or less explicitly make calculations. If the calculations indicate that the long-term benefits of the relationship outweigh the short-term sacrifices, they are prepared to invest in the relationship, and this may lead to value creation. In other words, there is both interplay and tension between shared values, trust, and affective commitment, on one hand, and value-based commitment, on the other. Another theoretical contribution is that previous research has considered the links between relationship commitment and value but has ignored the different types of commitment that play key roles in the value-creation process; this study has addressed that oversight. The study demonstrates that affective commitment and value-based commitment have different roles and meanings. Affective commitment indirectly affects value creation, while value-based commitment directly affects value creation. Affective commitment has the role of partial mediator, while value-based commitment has the role of full mediator. Furthermore, they differ in their basic characteristics: affective commitment is an emotional aspect, while value-based commitment is a calculative aspect.

Originality/value/contribution: Previous studies have not analyzed the relationship between relationship commitment and value creation. However, this study demonstrates that relationship commitment is an important driver of value creation in sponsorship relationships. Furthermore, most previous research argues that relationship commitment consists of various components or forms that interact in parallel with each other. However, this study demonstrates that the various forms of affective commitment and value-based commitment should not be considered merely components or forms but distinct types. Certainly, there is interaction between the two types, but sequentially in such a way that affective commitment is a prerequisite for value-based commitment. Furthermore, previous studies have consistently noted that affective commitment is the most important component, form, or type of relationship commitment. However, this study finds that value-based commitment is the most significant type of commitment in sponsorship relationships.     

The Relationship between Consumers' Unethical Behavior and Customer Loyalty in a Retail Environment

This paper investigates the relationship between two outcomes of relationship marketing – affective commitment and behavioral loyalty – and consumers' unethical behavior. The main objective of the study is to assess whether affective commitment and behavioral loyalty to a store translate into more ethical behavior towards that store, controlling for the variables of age, gender, and ethical beliefs. The study does not rely on a single measurement tool, but is based on ten months' panel data and three different mail surveys targeted at 359 Belgian households. The results provide support for our hypothesis that affective commitment is indeed negatively correlated with consumers' unethical behavior. The same conclusion could not be drawn for the relationship between behavioral loyalty and consumers' unethical behavior. No significant relationship was detected, not even in situations where affective commitment was high. The results hold major implications for retailing practice.     

Attitudinal Correlates of Brand Commitment

Abstract

Although brand commitment has been a recurrent theme in loyalty research, the construct is not well understood with regard to its formation and its links to other key attitudinal variables. Integrating consumer research and relationship marketing theory, this paper suggests two routes to the development of affective commitment and proposes a model of brand commitment with satisfaction, trust, and brand-person fit as antecedents and exclusive purchase intention as an outcome. The model was tested across three product categories and received substantial empirical support. Implications, limitations and future research directions are discussed.     

Drivers of importer trust and commitment: Evidence from a developing country

This study investigates the interrelationships between antecedents of importers' trust and commitment to their foreign suppliers in an Asian country. This area has been under-researched in comparison to exporters' behavioral perspectives as well as in comparison to developed countries. A theoretical model is developed based on theories of transaction cost (TC) and the internationalization process (IP), and studies examined regarding the context of relationship trust and commitment. The model is tested using SEM on a sample of 238 importers in Bangladesh. The findings suggest that importer trust leads to commitment but that foreign supplier's opportunistic inclination affects both their trust and commitment. Overall, the findings indicate that cultural similarity, effective communication, knowledge and experience, opportunism and environmental uncertainty are vital antecedents of trust and commitment. The findings have important implications for academics and practitioners.