The impact of relational bonding on intention and loyalty

Abstract

Purpose – The purpose of this study is to investigate the impact of relational bonding on intention and loyalty and the mediating role of commitment foci in the service context. Design/methodology/approach – The study used a cross-sectional and quantitative mail survey approach. Bank customers in New Zealand were surveyed, and multiple analytical techniques were used to measure the relationships between consumer bonding, commitment foci and loyalty behavioral intentions and the mediating role of commitment foci in service relationships. Findings – The results confirm that commitment foci or targets of commitment are important mediators in the relationships between bonding and loyalty-related behavioral intentions. The findings provide new theoretical knowledge about the mediating effect of the commitment foci in service relationships and significantly enhance knowledge about consumers’ intention and loyalty. Practical implications – The research provides several noteworthy insights into the role of social and structural bonding in consumers’ commitment and loyalty in the service context, as well as provides an important implication for segmentation. Originality/value – The study contributes to the service research on consumers’ intention and loyalty behavior toward the commitment foci. Introducing the role of commitment foci as a mediating mechanism within the context of a service encounter is new in the services marketing literature. This study provides a better understanding of consumers’ perceptions of and behaviors toward the commitment foci, as well as their intention and loyalty.