This Article Full Text (PDF) References Alert me when this article is cited Alert me if a correction is posted Citation Map Services Email this article to a friend Similar articles in this journal Add to Saved Citations Download to citation manager Add to My Marked Citations Citing Articles Citing Articles via HighWire Citing Articles via Google Scholar Google Scholar Articles by Bansal, H. S. Articles by Taylor, S. F. Search for Related Content Social Bookmarking                         What's this?

A Three-Component Model of Customer to Service Providers

Wilfrid Laurier University hbansal{at}wlu.ca

P. Gregory Irving

Wilfrid Laurier University girving{at}wlu.ca

Shirley F. Taylor

Queen’s University staylor{at}business.queensu.ca

Although research into the determinants of service provider switching has grown in recent years, the focus has been predominantly on transactional, not relational, variables. In this research, the authors address the role of consumer commitment on consumers’ intentions to switch. Drawing from the organizational behavior literature, they build on previous service switching research by developing a switching model that includes a three-component conceptualization of customer commitment. Structural equation modeling is used to test the model based on data from a survey of 356 auto repair service customers. The authors’ results support the notion that customer commitment affects intentions to switch service providers and that the psychological states underlying that commitment may differ. As such, future marketing research should consider these different forms of commitment in understanding customer retention. The implications of this model for theory and practice are discussed.

Key Words: customer switching • services marketing • consumer commitment • relationship marketing

Journal of the Academy of Marketing Science, Vol. 32, No. 3, 234-250 (2004)
DOI: 10.1177/0092070304263332


CiteULike    Complore    Connotea    Del.icio.us    Digg    Reddit    Technorati    Twitter    What's this?

This article has been cited by other articles:

				W. Kim and C. Ok The Effects of Relational Benefits On Customers' Perception of Favorable Inequity, Affective Commitment, and Repurchase Intention in Full-Service Restaurants Journal of Hospitality & Tourism Research, May 1, 2009; 33(2): 227 - 244. [Abstract] [PDF]

				M. Tsiros, W. T. Ross Jr, and V. Mittal How Commitment Influences the Termination of B2B Exchange Relationships Journal of Service Research, February 1, 2009; 11(3): 263 - 276. [Abstract] [PDF]

				Jing Zhang and J. M. M. Bloemer The Impact of Value Congruence on Consumer-Service Brand Relationships Journal of Service Research, November 1, 2008; 11(2): 161 - 178. [Abstract] [PDF]

				A. M. Dean The Impact of the Customer Orientation of Call Center Employees on Customers' Affective Commitment and Loyalty Journal of Service Research, November 1, 2007; 10(2): 161 - 173. [Abstract] [PDF]

				M. A. Jones, K. E. Reynolds, D. L. Mothersbaugh, and S. E. Beatty The Positive and Negative Effects of Switching Costs on Relational Outcomes Journal of Service Research, May 1, 2007; 9(4): 335 - 355. [Abstract] [PDF]

				A. S. Mattila How Affective Commitment Boosts Guest Loyalty (and Promotes Frequent-guest Programs) Cornell Hospitality Quarterly, May 1, 2006; 47(2): 174 - 181. [Abstract] [PDF]

				C. Ranaweera, G. McDougall, and H. Bansal A model of online customer behavior during the initial transaction: Moderating effects of customer characteristics Marketing Theory, March 1, 2005; 5(1): 51 - 74. [Abstract] [PDF]