Calculative Commitment Research Articles

Revisiting the satisfaction–loyalty link in retail banking – An emerging market perspective

Orientation: Revisiting the satisfaction–loyalty link is critical to better understand the driving factors of satisfaction and loyalty. This is especially true considering the increasing competitive nature of South Africa’s banking industry.Research purpose: The study revisits the satisfaction–loyalty link and the mediating effect of affective and calculative commitment on the satisfaction–loyalty link.Motivation for the study: Numerous scholars have explored and proposed different pathways to enhance the satisfaction–loyalty link in multiple contexts and industries. To date, there is, however, no clear pathway in a business-to-consumer (B2C) context and further research is required on how to strengthen this link.Research approach/design and method: A quantitative descripto-explanatory study that is cross-sectional in nature was used to collect empirical data from 871 banking customers in South Africa purposively selected using interviewer-administered questionnaires. SmartPLS 3.2.7 was used to test the direct effect (H1–H4) and Hayes Process Macro for SPSS (Model 4) was used to test the indirect effects (H5 and H6).Main findings: Satisfaction has a significant and positive relationship with affective and calculative commitment, and calculative commitment in turn has a significant and positive relationship with loyalty. Both affective and calculative commitments partially mediate the relationship between satisfaction and loyalty.Practical/managerial implications: The importance of affective commitment in the relationship between satisfaction and loyalty among customers of South African retail banks is highlighted.Contribution/value-add: This study provides an enhanced understanding of the importance of affective and calculative commitment in strengthening the satisfaction–loyalty link.

Behavioral dedication, constraint or obligation? A tripartite model of active participation in multiplayer online battle arena game community

PurposeActive participation is critical to the survival and development of the multiplayer online battle arena (MOBA) game community. However, this issue has not received much attention in the information systems literature. To address this issue, we develop a tripartite model that accounts for the roles of behavioral dedication, constraint, obligation mechanisms on active participation in the MOBA community.Design/methodology/approachThe research model is empirically validated by online survey data among 971 users of a popular MOBA community.FindingsThe results show that perceived enjoyment, perceived escapism, and affective commitment are key behavioral dedication factors, which further promote active participation in the MOBA community. In addition, past investment, self-efficacy for change, and calculative commitment are important behavioral constraint factors, which ultimately influence active participation in the MOBA community. Finally, subjective norm, group norm, social identity, and normative commitment are influential behavioral obligation factors, which in turn facilitate active participation in the MOBA community.Originality/valueThis study contributes to the theoretical understanding of active participation in the MOBA community and offers practical guidance for promoting active participation in the community.

What makes viewers loyal toward streamers? A relationship building perspective and the gender difference

PurposeCultivating loyal customers is a pressing concern for streamers. The present study investigates how to build interpersonal relationships with streamers and whether different interpersonal relationship factors lead to repurchase intention and WOM intention in live streaming commerce. The moderating effect of gender is also examined.Design/methodology/approachA self-administered questionnaire was completed by 429 live streaming commerce users in mainland China. Partial least squares structural equation modeling was used to test the research hypotheses.FindingsThe results indicate that all four streamer attributes (expertise, authenticity, attractiveness, and homophily) have a positive influence on swift guanxi, and swift guanxi is effective in predicting both calculative commitment and affective commitment. In addition, all interpersonal relationship factors (swift guanxi, calculative commitment, and affective commitment) significantly affect repurchase intentions, with only affective commitment being linked to WOM intention. Also, the moderating role of gender was confirmed in expertise – swift guanxi, attractiveness – swift guanxi, cognitive commitment – repurchase intention and affective commitment – repurchase intention linkages.Originality/valueThis paper contributes to the live streaming commerce literature by integrating swift guanxi, calculative commitment, and affective commitment to understand the repurchase intention and WOM intention from the relationship-building process perspective. In addition, this paper enriches the source credibility and source attractiveness models by identifying gender boundaries on the effectiveness of these models in predicting swift guanxi.

Repurchase Intentions of Money Remittance Centers’ Customers in SOCCSKSARGEN: A Structural Analysis

The paper aimed to understand the drivers of commitment, aspects of commitment, trust, and repurchase intention of money remittance center customers on their choice of money remittance center in the selected cities of SOCCSKSARGEN. Data were gathered from 410 respondents throughout the four key cities in the SOCCSKSARGEN Region using purposive random sampling. A self-constructed questionnaire was utilized during the data gathering procedure. Using descriptive statistics, the research found that the respondents were mostly female, aged 20 to 29 years old. Employees and students comprised about eighty-five percent of the respondents. The majority were using their preferred money remittance for more than one year but less than three years, and about thirty-five percent were making a money remittance transaction once per month. The results of the regression and structural equation modeling were consistent in finding that only affective and calculative commitment had a significant influence on the repurchase intentions of customers in money remittance centers and that trust predicted all aspects of commitment. Economic, social, and resource drivers influenced customer commitment, which supported Lacey’s driver of commitment model. The results of SEM suggested the high influence of trust towards relationship quality building among money remittance center customers.

Understanding the factors influencing the continuous usage intention of healthcare apps: analysing the moderating impact of psychological distance and health consciousness

ABSTRACT The present research explores the factors influencing consumers’ continuous usage intention (CUI) of healthcare apps with the help of IS continuance theory and commitment trust theory. This study also explores how psychological distance and health consciousness moderate the relationship between consumer satisfaction with healthcare apps and their CUI. Using a survey approach, 386 responses were received. An analysis was performed using a sequential approach with SEM and fsQCA. The findings showed that perceived usefulness, perceived confirmation, trust, satisfaction, affective commitment and calculative commitment directly or indirectly affect the CUI for healthcare apps. A combination of trust, satisfaction, perceived confirmation and calculative commitment achieved outcome sufficiency and resulted in high CUI levels for healthcare apps. Health consciousness positively moderated the association between satisfaction and CUI, whereas psychological distance negatively moderated it. The research findings shed light on marketers/policymakers for wider adoption and continued usage of healthcare apps.

The influence of psychological contracts on exporter–distributor relationships and export venture performance: the conditional role of institutional distance

PurposeThis study explores the influence of informal “psychological contracts” (PCs), (as opposed to formal contractual relationships) on exporter–distributor relationships.Design/methodology/approachData were obtained from a sample of 127 exporting small and medium-sized enterprises (SMEs) in New Zealand. The authors employed partial least squares structural equation modeling (PLS-SEM) for analyzing the measurement and structural models.FindingsPsychological contract fulfillment (PCF) enhances affective commitment and calculative commitment. Moreover, affective and calculative commitments mediate the relationship between PCF and export venture performance (EVP). The authors also find that institutional distance (ID) weakens the relationship between PCF and both affective and calculative commitment. Additionally, ID moderates the strength of the mediating mechanism for affective commitment; thus, the authors present a moderated-mediation model.Originality/valueTo date, international relationship marketing (IRM) literature has focused on PC breach, and business-to-business (B2B) marketing literature has focused on the effects of PCs on affective/relational commitment. This study offers novel insights by demonstrating the positive indirect effect of PCF on EVP via the mediating variables – affective and calculative commitment. The authors' findings also present a conditioning role of ID on the micro-level relationships of PCs.

The impact of economic exchange, social exchange, mutual interest, and self-interest on franchisees’ behaviour

Given the fierce and rising competition among food franchise brands, the relationship between franchisees and franchisors is critical. This study aims to examine the role of the franchisor-franchisee relationship in the formation of franchisees’ commitment to franchise brands, especially the relative importance of multidimensional relationship constructs (i.e. economic exchange, social exchange, mutual interest, and self-interest) on franchisees’ behaviour. Using 266 data points from U.S. food franchisees, the proposed model was tested with SmartPLS. The results show that social exchange most strongly influences franchisees’ satisfaction with franchise brands, followed by economic exchange and mutual interest. However, perceived self-interest of franchise company does not significantly influence satisfaction. Satisfaction leads both affective and calculative commitment in franchisees. This study contributes to existing literature by structuring our understanding of the varying roles of multidimensional relationships in the franchise context. Franchise companies can benefit from this research through better knowledge of how to manage relationships with franchisees.

The effects of B2B sustainable brand positioning on relationship outcomes

The global pandemic and the economic consequences that follow have impelled B2B firms to revisit their positioning strategy so as to emphasize sustainability. However, it is still unclear whether B2B firms would benefit from positioning themselves as sustainable organizations. Drawing upon social exchange theory, this study examines the role of commitment as the underlying mechanism whereby B2B sustainable brand positioning influences relationship outcomes. A study involving senior managers of Australian B2B firms revealed the critical role of calculative and affective commitment in mediating the relationship between B2B sustainable brand positioning on willingness-to-pay premium price (WTP) and switching intention. However, buyer-supplier value congruence influences the effects of sustainable brand positioning on calculative and affective commitment in the opposite direction. Specifically, value congruence positively moderates the effects of sustainable brand positioning on calculative commitment, but negatively moderates the effects of sustainable brand positioning on affective commitment. The findings provide empirical evidence supporting the benefits that B2B firms can obtain by adopting sustainable brand positioning.

Leadership and Turnover Intentions in a Public Hospital: The Mediating Effect of Organisational Commitment and Moderating Effect by Activity Department

This research aimed to study the effect of leadership (transformational and transactional) on turnover intentions and whether this relationship is mediated by organisational commitment and moderated by the department of activity. To this end, it was hypothesized that: (1) leadership has a negative and significant association with turnover intentions; (2) leadership has a positive and significant association with affective organisational commitment; (3) organisational commitment has a negative and significant association with turnover intentions; (4) organisational commitment has a mediating effect on the relationship between leadership and turnover intentions; (5) the department to which the employee belongs has a moderating effect on the relationship between leadership and organisational turnover intentions. The sample consists of 477 participants working at the Hospital Professor Doutor Fernando Fonseca (HFF) in Portugal, performing their functions in several departments. This is a quantitative, correlational, and cross-sectional study. The results indicate that transformational leadership has a negative and significant effect on turnover intentions and a positive and significant effect on affective and normative commitment. Transactional leadership negatively and significantly affects all three components of organisational commitment. Affective and normative commitment has a negative and significant effect on turnover intentions. Calculative commitment has a positive and significant effect on turnover intentions. Affective commitment and calculative commitment have a partial mediating effect on the relationship between transformational leadership and organisational turnover intentions. The department to which the employee belongs does not have a moderating effect on the relationship between leadership and turnover intentions. It has been proven that leadership plays an extremely important role in the smooth running of this hospital unit.

가맹점주의 조절초점이 가맹본부에 대한 재계약 의도 및 다점포 운영의도에 미치는 영향

Purpose: As franchise brands have recently increased in the same industry and formal contracts have been standardized, the difference in support, reputation, and sales performance of franchisor has narrowed. As a result, it has become easier for franchisees to switch to other franchise brands in the same industry, and the influence of the unique assets or trust level arising from the relationship between franchise headquarters and franchisees on the intention to renew contracts has also decreased compared to the past. Accordingly, this study examined the factors affecting the franchisee’s willingness to renew the contract in the relationship between the franchisee and the franchisor, from the individual characteristics of the franchisee. Research design, data, and methodology: This study was conducted by selecting the food service industry, which has a variety of franchise brands in the same industry and has low entry barriers and high risk. The characteristic of the franchisee was divided into promotion focus and prevention focus, and the effect of this individual characteristics on relationship commitment and the effect of relationship commitment on contract renewal intention and multi-store operation intention were examined. We postulated that the promotion focus has a positive impact on affective commitment (H1), has a positive impact on calculative commitment (H2), the prevention focus has a negative impact on affective commitment (H3), has a negative impact on calculative commitment (H4). And we postulated that the affective commitment has a positive impact on renewal and multi-store operation intention (H5, H6), the calculative commitment has a negative impact on renewal and multi-store operation intention (H7, H8). Results and Conclusions: To verify the research model and hypothesis, we first run a CFA to test the validity and reliability of the proposed model. Overall, the verification results show that the measurement model exhibits acceptable fit of the Model (χ2=242.1, df=155, Q=1.56, RMR=0.04, RMSEA=0.06, GFI=0.86, TLI=0.90, CFI=0.92). It is confirmed that all measurement items are representative of the unit of study, with average variance extracted values and composite reliability values exceeding the acceptable levels of 0.5 and 0.7 respectively. To verify the proposed research model and hypothesis, the author utilized the structural equation model. Most of the model fit indices were accepted as a result of the analysis (χ2=254.90, df=161, Q=1.58, RMR=0.05, RMSEA=0.06, GFI=0.86, TLI=0.90, CFI=0.91). All of hypotheses were supported and are shown in the table below. Table 1 Results of hypotheses test Hypothesis (direction) St. Estimate S.E. C.R. Results H1(+) Promotion focus → Affective commitment 1.12** 0.26 4.36 Supported H2(+) Promotion focus → Calculative commitment 0.81** 0.21 3.84 Supported H3(–) Prevention focus → Affective commitment –0.15* 0.06 –2.39 Supported H4(–) Prevention focus → Calculative commitment –0.35** 0.14 –4.31 Supported H5(+) Affective commitment → Renewal intention 0.72** 0.15 4.97 Supported H6(+) Affective commitment → Multi-store operation intention 0.83** 0.24 3.39 Supported H7(–) Calculative commitment → Renewal intention –0.05 0.07 –0.79 Not supported H8(–) Calculative commitment → Multi-store operation intention –0.16 0.19 –0.83 Not supported Model fit: χ2=254.90, df=161, Q=1.58, RMR=0.05, RMSEA=0.06, GFI=0.86, TLI=0.90, CFI=0.91. Overall, this study introduces the individual characteristics of the franchisee that have not been adequately explained by previous studies, and suggested practical and academic implications through this empirical research results.

Do relational benefits influence commitments and loyalty in a non-contract mechanism?

PurposeThe study focuses on how to build long-term relationships with multi-channel agencies (MCAs) (dealers) who serve multiple manufacturers on a non-exclusive basis in a business-to-business (B2B) market. This study looks at the framework of relational benefits-commitment-long term orientation in a business-to-business context.Design/methodology/approachData were collected from MCAs of three leading companies in the food distribution business. The survey used established scales to measure the relational benefits (core, operational, social and special treatment), commitment (affective and calculative) and long-term orientation (LTO).FindingsThe findings of the study show that core, social and special treatment benefits influence calculative commitment, and operational and special treatment benefits influence affective commitment. The study also supports that calculative and affective commitment play an important role in understanding the loyalty of MCAs.Originality/valueThe research examines how relational benefits impact commitment and loyalty among MCAs and manufacturers, in a non-exclusive relationship, in the business-to-business environment. This study incorporates social exchange theory (SET), relational benefits paradigm and commitment and long-term orientation in its framework and tests it within the food distribution industry. This study is the first of its kind to examine the effects of relational benefits on MCAs behavior in a food supplier–buyer setting.

Exploring the effects of relationship quality and c-commerce behavior on firms' dynamic capability and c-commerce performance in the supply chain management context

Although previous studies indicate the critical role of collaborative commerce (c-commerce) adoption and dynamic capability in the supply chain process, they have not addressed the relationship between c-commerce behavior and dynamic capability. By adopting the commitment-trust theory and the dynamic capability view, this study empirically examines the effects of relationship quality, c-commerce behavior, and dynamic capability on c-commerce performance. Survey data collected from 257 professionals in various manufacturing industries were analyzed using the partial least squares technique. The findings suggest that c-commerce behavior and dynamic capability are positively associated with c-commerce performance. However, negative calculative commitment does not positively affect c-commerce behavior. Moreover, institution-based trust does not negatively affect negative calculative commitment. This study is one of few studies investigating the relationships among the variables that contribute to c-commerce performance. The findings can serve as references for practitioners in supply chain practices.

Investigating the antecedents and outcome of commitment in a business-to-consumer service environment

Orientation: Over the past two decades, a new school of thought has emerged that requires investigation into the multidimensional nature of commitment on loyalty.Research purpose: The study explores the extent to which the affective and calculative commitment of retail banking customers is influenced by selected antecedents, on the one hand, and its influence on loyalty on the other.Motivation for the study: Greater knowledge of the factors that influence the affective and calculative commitment of bank customers becomes important to enhance their loyalty in the competitive banking industry of South Africa.Research design, approach and method: The collection of data was secured from 400 retail bank customers through self-administered questionnaires and analysed using descriptive statistics and standard multiple regression.Main findings: Perceived value, customer orientation, and expertise have a significant and positive influence on affective commitment and calculative commitment. Furthermore, affective commitment has a positive and significant influence on calculative commitment, while both affective and calculative commitment have a positive and significant influence on customer loyalty.Practical/managerial implications: The study guides South African retail banks in developing an improved understanding of the importance of commitment (affective and calculative) as a precursor to loyalty in an emerging African market context. Moreover, it emphasises the importance of selected commitment stimuli that influence the future strengthening of the commitment-loyalty link.Contribution/value-add: Through the application of a relationship marketing and social exchange theoretical framework, selected commitment (affective and calculative) stimuli are investigated to uncover their influence on strengthening the commitment-loyalty link.

Interconnectedness of trust-commitment-export performance dimensions: A model of the contingent effect of calculative commitment

Interconnectedness of trust-commitment-export performance dimensions: A model of the contingent effect of calculative commitment

The Mediating Role of Organizational and Professional Commitment in the Relationship between Teacher Empowerment and Organizational Citizenship Behaviors

The aim of this research is to determine the perception levels of teachers regarding their own empowerment, organizational commitment, professional commitment and organizational citizenship behaviors(OCBs) and to determine the mediating role of organizational and professional commitment in the relationship between teachers' empowerment and OCBs. The research is in correlational survey model. The sample of the research is 441 teachers working for public secondary schools in the central districts of Denizli during the 2019-2020 academic year. For analyzing the data “mediation effect analysis” was performed. It has been determined that teachers have "very high" level of perceptions about OCBs, "high" level of perceptions about their empowerment, ethical and professional commitment, "moderate" level of perceptions of calculative commitment, and "very low" level of perceptions of alienative commitment. In the multi-mediation model, in which the effect of teacher empowerment on OCBs was examined through the dimensions of professional commitment and organizational commitment, it was determined that the variables of professional commitment and ethical commitment had a significant partial mediation effect between teacher empowerment and OCBs. As teachers' empowerment increases, OCBs also increase, and 59% of this increase is explained by the positive effects of professional commitment and ethical commitment on OCBs.

B2B Brand Image, Relational Commitment and Long-Term Oriented Relationship : Compared to Korea & U.S

본 연구는 글로벌 B2B 마케팅 관련 연구이다. B2B 관계몰입에 미치는 영향 변수 중 B2B 브랜드 이미지 변수를 고려하였다. B2B 브랜드 이미지 유형을 다시 제품중심 이미지와 서비스중심 이미지로 구분하고 관계몰입 유형은 정서적 관계몰입과 계산적 관계몰입 등으로 구분하여 구조적 영향 관계를 규명하였다. 더 나아가 요인 영향 관계를 한국과 미국 시장 각각 어떠한 차이가 있는지 추가적인 연구모형을 설정하였다. 그리고 사전적 조사설계를 통하여 양 국가 B2B 기업체를 대상으로 서베이를 실시하였다. 회수된 자료는 한국 시장 기업체는 102개 업체, 미국 시장 기업체는 90개 업체였다. 이러한 자료를 통하여 가설 검증을 하였으며 주요결과과 시사점은 다음과 같다. 첫째, B2B 브랜드 이미지 유형은 모두 정서적 관계몰입이나 계산적 관계몰입에 긍정적인 영향을 미쳤다. 두 번째로는 미국 시장과 한국 시장에 따른 조절효과에 따른 검증 결과는 서비스중심 브랜드 이미지와 계산적 관계몰입과의 영향 관계에서는 한국 시장에서만 영향 관계가 나타났으나, 미국 시장에서는 나타나지 않았다. 그리고 계산적 관계몰입은 미국 시장에서는 장기 지향적 관계에도 영향을 미치고 있으나 한국 시장에서는 관계가 없는 것으로 나타났다. 두 B2B 시장 간에 차이를 보였다. 이러한 연구 결과는 세밀한 B2B 브랜드 관리 중요성을 의미하는 한편, 글로벌 시장 진출에 있어서 국가별 B2B 브랜드 이미지 관리 방안에 대한 시사점을 제공하고 있다.This study is in the field of B2B marketing. This study is considered the B2B brand image variable among the influencing variables on B2B relationship commitment. B2B brand image types were again divided into product-based image and service-based image, and relational commitment types were divided into affective commitment and calculative commitment. The influence relationship between these variables was examined. In addition, we investigated the differences between the Korea and U.S market. In order to achieve the research purpose, a research design and a survey were conducted for B2B companies in both countries. The collected data were 102 Korea market companies and 90 U.S market companies. Hypothesis verification was performed using these data. As a result of hypothesis verification, the main implications are as follows. First, all B2B brand image types had a positive effect on affective commitment or calculative commitment. Second, the verification results according to the moderating effect of the U.S and Korea markets are as follows. In the influence relationship between the service-based brand image and calculative commitment, the influence relationship appeared only in the Korea market, but not in the U.S market. In addition, calculative commitment also affects long-term oriented relationship in the US market, but not in the Korea market. In other words, there was a difference between the B2B markets in both countries. These research results imply the importance of detailed B2B brand management, while suggesting a discriminatory B2B brand image management plan for each country in entering the global market.

A dedication-constraint model of consumer switching behavior in mobile payment applications

Consumer switching behavior damages the market share and profitability of mobile payment application (MPA) providers. However, this issue has received scarce attention in the information systems discipline. Our study proposes a contextualized dedication-constraint model of consumer switching behavior of MPAs. By conducting an online survey of 973 MPA consumers, we find that platform leadership, service leadership, technology leadership, and affective commitment are key dedication-based factors, which reduce switching behavior. Meanwhile, personalization costs, learning costs, uncertainty costs, and calculative commitment are important constraint-based factors, which decrease switching behavior. Our empirical findings have significant implications for research and practice on switching behavior.

S/he styles: narcissistic fashion apparel consumption in India

PurposeThis research aims to investigate if consuming fashion apparel brands for the purpose of social appearance expressiveness may garner calculative brand commitment, through the mediation of narcissistic brand love. It also tests moderation of gender for the aforementioned mediated relationship.Design/methodology/approachThe research has a core qualitative component (Study 1), which focuses on an interpretivist approach using a grounded theory paradigm to analyze data (N = 37) collected from semi-structured depth interviews. It is followed by a positivist survey based enquiry (study 2), and the data (N = 245) were analyzed using Haye’s (2017) process macro.FindingsAnalysis reveals that Indian consumers fall in narcissistic love with those apparel brands that aid their quest for maintaining desirable social appearances and develop a calculative commitment toward the brands, which aid this quest. The effect of social appearance expressiveness of apparel brand on consumers’ narcissistic brand love is moderated by gender, such that female consumers (as compared to males) are more invested in consuming fashion apparel brands as a means to enhance their social appearances.Originality/valueThe value of this study lies in extending self-presentation theory to understand the role of consumer narcissism in shaping Indian consumers’ fashion apparel consumption. The authors investigate the narcissistic consumption orientation that evolves as a result of consumers’ desire for social self-expression, irrespective of possessing narcissism as an enduring personality trait. Thus, the findings are relevant for possibly all consumers who, given certain conditions, may temporarily develop narcissistic brand love.

가맹본부의 사전 통제가 가맹본부에 대한 가맹점의 신뢰, 몰입, 관계성과에 미치는 영향: 사후 통제의 조절 효과를 중심으로*

가맹본부의 사전 통제가 가맹본부에 대한 가맹점의 신뢰, 몰입, 관계성과에 미치는 영향: 사후 통제의 조절 효과를 중심으로*

The differential impacts of customer commitment dimensions on loyalty in the banking sector in Jordan: Moderating the effect of e-service quality

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.