A Five-Component Customer Commitment Model: Implications for Repurchase Intentions in Goods and Services Industries

Journal of Service Research, 1-18, 2015

18 Pages Posted: 14 Apr 2015

See all articles by Timothy L. Keiningham

Timothy L. Keiningham

Ipsos Loyalty - North America

Carly Frennea

Jones Graduate School of Business

Lerzan Aksoy

Fordham University - Gabelli School of Business

Alexander

Ipsos Loyalty

Vikas Mittal

Rice University

Date Written: 2015

Abstract

Empirical studies in marketing conceptualize commitment as a three-component construct comprised of affective, normative, and calculative commitment. We develop and empirically test a five-component typology of consumer commitment — affective, normative, economic, forced, and habitual commitment. The broadened conceptualization of commitment is tested using qualitative and quantitative studies with data from 9,000 consumers and 10 countries. The broadened five-component commitment model demonstrates high levels of reliability, convergent and discriminant validity, and stability, as well as unique associations with repurchase intentions. Managerially, it provides a roadmap for optimizing commitment: while forced commitment should be minimized, economic and habitual commitment should be enhanced. These prescriptions vary for goods and services. Namely, affective, normative, and habitual commitment exhibit stronger positive effects on repurchase intentions for goods than for services; the opposite pattern is found for economic commitment. By showing how managers should optimize specific commitment dimensions rather than simply maximize overall commitment, while accounting for contextual factors such as differences between goods and services, our results provide an actionable strategic blueprint for firms’ customer commitment strategy.

Keywords: commitment, loyalty, cross-cultural, repurchase intentions, goods versus services

Suggested Citation

Keiningham, Timothy L. and Frennea, Carly and Aksoy, Lerzan and Buoye, Alexander and Mittal, Vikas, A Five-Component Customer Commitment Model: Implications for Repurchase Intentions in Goods and Services Industries (2015). Journal of Service Research, 1-18, 2015 , Available at SSRN: https://ssrn.com/abstract=2593914

Timothy L. Keiningham (Contact Author)

Ipsos Loyalty - North America ( email )

Parsippany, NJ
United States

Carly Frennea

Jones Graduate School of Business ( email )

6100 South Main Street
P.O. Box 1892
Houston, TX 77005-1892
United States

Lerzan Aksoy

Fordham University - Gabelli School of Business ( email )

113 West 60th Street
Bronx, NY 10458
United States

Alexander Buoye

Ipsos Loyalty ( email )

Parsippany, NJ
United States

Vikas Mittal

Rice University ( email )

6100 South Main Street
250 McNair
Houston, TX 77005-1892
United States

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