Abstract
The current research scrutinizes the relationship between the three model commitment components (affective, normative, and calculative commitment) and their various influences on customer loyalty. This is particularly in the banking sector setting in Jordan. A self-reported questionnaire was distributed to collect primary data for analysis. 333 completed questionnaires were analyzed via using PLS software to extract the effect of e-service quality on the relationship between customer commitment and loyalty. The results of this study demonstrate that the affective type of commitment has a positive impact on customer loyalty followed by normative commitment and lately by calculative commitment. Moreover, the results show that the influence of the dimensions of customer’s commitment on loyalty is moderated by e-service quality. This study indicates that affective commitment elements (self-identification, sense of belonging and emotional attitudinal components) are essential for customers when they deal with their bank. On the other hand, the cost associated with leaving has shown to have the weakest impact on customer loyalty. Companies must know that customers may switch even though the cost associated with leaving is high.
Highlights
The influence of technology and the increase of market competitions have made customer’s negotiating ability more robust than ever before
The results of this study demonstrate that the affective type of commitment has a positive impact on customer loyalty followed by normative commitment and lately by calculative commitment
This indicates that H1 is supported (AC on CL); Normative commitment (NC) predictor has a positive influence on CL, with values of = 0.117 and p = 0.000 0.05, This indicates that H2 was in supported; a positive influence of the Calculative commitment (CC) predictor on CL, with values of = 0.320 and p = 0.000 0.05, indicating that H3 was in supported
Summary
The influence of technology and the increase of market competitions have made customer’s negotiating ability more robust than ever before. The broader body of research in relationship marketing literature and organizational behavior mainly study customer commitment based on the three dimensions model; affective, calculative and normative commitment (Bansal et al, 2004; Gruen et al, 2000; Jones et al, 2010; Fatima et al, 2015; Al-Adamat, Al-Gasawneh & Al-Adamat, 2020). In the marketing literature, there is insufficient research on the area that studies the customer commitment model (affective, normative and calculative) that is related to customer loyalty in the banking setting. This is because most of the early research on studying commitment focused on employee’s commitment and behavior (e.g. job behaviors and the intention to turnover) and neglected the outcomes that are customer-based (i.e. customer satisfaction and customer perceived relational benefits). The moderating effect of e-service quality in the influence of the dimensions of commitment on loyalty is proven, all in which is conducted in the Jordanian context
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
