|Other Title:||The effects of customer commitment on customer loyalty and the antecedents of customer commitment under B2B environment|
|Subject:||Hong Kong Polytechnic University -- Dissertations|
Customer relations -- Management
Telecommunication -- China
|Department:||Graduate School of Business|
|Pages:||xi, 126 p. : charts ; 30 cm.|
|Abstract:||Customer relationship management is becoming increasingly important for firms in the present business environment. This study examines factors affecting customer relationship commitment as well as the impact of customer relationship commitment on customer loyalty. Customer satisfaction, switching cost, relational psychological contract and transaction psychological contract are included in the research model as antecedents of relationship commitment. Relationship commitment is separated into affective commitment and calculative commitment. The two dimensions of customer loyalty, namely recommending loyalty and patronage loyalty are measured. A sample of 246 organization customers within the telecommunication industry in Mainland China was used to test the model developed. The analysis result demonstrates that affective commitment has significant effect on both recommending loyalty and patronage loyalty, and that calculative commitment has significant effect on patronage loyalty only. Customer satisfaction, realization of relational psychological contract has significant effect on affective commitment, while switching cost and realization of transactional psychological contract has significant effect on calculative commitment. The indirect relation of customer satisfaction and customer loyalty intervened by affective commitment, and the indirect relation of switching cost and patronage loyalty intervened by calculative commitment are also supported by the findings. The research conclusions enrich the theory of customer relationship management and customer loyalty; at the same time there are some important practice implications for customer relationship management and customer loyalty maintenance.|
|Rights:||All rights reserved|
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