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

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

Orientation: Over the past two decades, a new school of thought has emerged that requires investigation into the multidimensional nature of commitment on loyalty. Research purpose: The study explores the extent to which the affective and calculative commitment of retail banking customers is influen...

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Bibliographic Details
Main Authors: Mornay Roberts-Lombard, Fulufhelo H. Nemadzhilili, Gabriella S.M.Q. Coelho, Onnalena S. Mangope
Format: Article
Language:English
Published: AOSIS 2022-07-01
Series:Acta Commercii
Subjects:
expertise
customer orientation
perceived value
service fairness
trust
customer loyalty
Online Access:https://actacommercii.co.za/index.php/acta/article/view/1028

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