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Effects of commitment on intentional loyalty at the person-to-person and person-to-firm levels
Mid Sweden University, Faculty of Human Sciences, Department of Business, Economics and Law. (CER)
Mid Sweden University, Faculty of Human Sciences, Department of Business, Economics and Law.
Mid Sweden University, Faculty of Human Sciences, Department of Business, Economics and Law.
2015 (English)In: Journal of Financial Services Marketing, ISSN 1363-0539, E-ISSN 1479-1846, Vol. 20, no 3, 191-207 p.Article in journal (Refereed) Published
Abstract [en]

This study explores how customers' affective commitment and calculative commitment to the personal adviser and bank, respectively, affect their intentional loyalty to the personal adviser and bank. Data were collected using a web survey of mass affluent customers of a major Swedish bank. Responses were measured and analysed using factor, correlation, and regression analyses. The results reveal that the person-to-person and person-to-firm loyalty categories are influenced by affective and calculative commitment to the personal advisor and by affective commitment to the bank, but not by calculative commitment to the bank. Moreover, there is a strong relationship between customer loyalty to the personal adviser and to the bank. It can be concluded that affective commitment has a stronger overall impact on customer loyalty than does calculative commitment, indicating the importance of creating affective ties with customers, and that personal advisers are central to bank-customer relationships. The importance of financial issues to mass affluent customers implies that both affective commitment and calculative commitment to the personal adviser are important in building customer loyalty to a bank or brand. © 2015 Macmillan Publishers Ltd.

Place, publisher, year, edition, pages
2015. Vol. 20, no 3, 191-207 p.
Keyword [en]
affective commitment, banks, calculative commitment, intentional loyalty, mass affluent customers, personal advisers
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:miun:diva-25908DOI: 10.1057/fsm.2015.13ISI: 000363402300004Scopus ID: 2-s2.0-84941213999OAI: oai:DiVA.org:miun-25908DiVA: diva2:856301
Note

Export Date: 23 September 2015

Available from: 2015-09-23 Created: 2015-09-23 Last updated: 2016-12-21Bibliographically approved

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Strandberg, ChristerWahlberg, OlofÖhman, Peter
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf