Analyzing the commitment-loyalty link in service contexts
Analyzing the commitment-loyalty link in service contexts
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DOI：
10.1177/0092070399273004
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发表时间：
1999-07
影响因子：
18.2
通讯作者：
M. Pritchard;M. Havitz;D. Howard
中科院分区：
文献类型：
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作者：
M. Pritchard;M. Havitz;D. Howard
这项研究解决了一个尚不清楚的问题，即忠诚度是如何在服务顾客中发展起来的。尽管许多理论家认为承诺是这一过程的重要组成部分，但承诺和忠诚之间的联系几乎没有得到经验上的关注。为了解决这一空白，这项研究首先描绘了承诺抵制偏好变化的根本倾向，作为三个先行过程的函数。其次，这种描述形成了一个心理测量学量表的基础，以衡量承诺的结构。第三，在中介效应模型(M-E-M)中使用该量表来检验承诺-忠诚之间的联系。通径分析发现，这种节俭的结构比竞争对手的直接影响模型(D-E-MS)有了显著的改进。结果发现，抵制改变偏好的倾向是忠诚度的关键先兆，这在很大程度上是由顾客愿意认同一个品牌来解释的。这些发现对忠诚度的发展和研究的意义进行了探讨。
This study addressed the ill-understood issue of how loyalty develops in service patrons. Although many theorists hold commitment to be an essential part of this process, the link between commitment and loyalty has received little empirical attention. To address this void, the study first portrayed commitment’s root tendency to resist changing preference as a function of three antecedent processes. Second, this portrayal formed the basis for developing a psychometrically sound scale to measure the construct of commitment. Third, the scale was then used in a mediating effects model (M-E-M) to test the commitment-loyalty link. Path analyses found this parsimonious structure to be a significant improvement over rival direct effects models (D-E-Ms). Results found the tendency to resist changing preference to be a key precursor to loyalty, largely explained by a patron’s willingness to identify with a brand. Implications of these findings for loyalty’s development and research are explored.