Abstract
PurposeThis paper aims to examine competing models of the directionality of influences between customer satisfaction, affective commitment, and the customer's perceptions of risk associated with a service organization. It also aims to include the effects of a customer's prior experience with the organization and experience with other organizations in the service category in the models.Design/methodology/approachStructural equation models of data from a survey to customers of a performing arts organization (sample size=401) are used to test the hypotheses.FindingsThe study suggests that commitment has a positive influence on customer satisfaction and diminishes risk perceptions. There is less support for a model in which satisfaction increases commitment and reduces perceived risk.Originality/valueThere has been recent controversy as to whether customer satisfaction leads to customer loyalty. This study provides a different perspective by suggesting that customers with high commitment to an organization use satisfaction surveys to express their loyalty.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.