The relative strength of affective commitment in securing loyalty in service relationships

H. Evanschitzky, G.R. Iyer, H. Plabmann

Research output: Contribution to journalArticle

230 Citations (Scopus)


While commitment is an important antecedent to customer retention, a broad consensus has yet to emerge on the impacts of constituent dimensions of commitment on loyalty in service relationships. This study explores the impacts of affective and continuance commitment on attitudinal and behavioral loyalty in a service context. Since affective commitment is more positive and governed by free choice, whereas continuance commitment is more the result of perceived economic and psychological benefits of being in a relationship, the results of this study suggest that emotional bonds with customers provide a more enduring source of loyalty as compared to economic incentives and switching costs.
Original languageEnglish
Pages (from-to)1207-1213
Number of pages6
JournalJournal of Business Research
Issue number12
Publication statusPublished - Nov 2006



  • relationship marketing
  • commitment
  • loyalty
  • service relationships
  • emotional attachment

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