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Customer commitment has been studied for more than two decades. It is one of the most powerful marketing tools in maintaining steady affiliation between patrons and brands or service providers. To examine its knowledge corpus, a b...
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Customer commitment has been studied for more than two decades. It is one of the most powerful marketing tools in maintaining steady affiliation between patrons and brands or service providers. To examine its knowledge corpus, a bibliometric review was performed to scrutinize 457 Scopus-indexed documents. The research design consisted of descriptive analysis, citation analyses, co-citation analyses, and keyword cooccurrence analysis. This review aimed to assess the literature volume, growth trajectory, and geographic distribution; indicate key journals, authors and documents; probe the intellectual structure of the knowledge base; and emphasize the topical foci of the literature. This review provides a baseline analysis for the evolution and future studies guiding scholars who will enter the customer-commitment research field.
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This study examines the level of organizational commitment between employees in public and private higher learning institutions in Malaysia. This quantitative study used a survey approach through adapted questionnaires where 142 a...
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This study examines the level of organizational commitment between employees in public and private higher learning institutions in Malaysia. This quantitative study used a survey approach through adapted questionnaires where 142 and 137 employees from public and private higher learninginstitutions were selected. Descriptive analyses and correlations were used in this research. Overall results of this study indicate that the commitment level of the employees from both higher learning institutions were medium. It was shown that there was a relationship between length of serviceand continuance commitment in both higher learning institutions. The results also revealed that educational level of respondents was found to have a significant relationship with affective commitment, continuance commitment and normative commitment in both higher learning institutions.
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The paper investigates the dimensional nature of commitment (affective and calculative) within a retail banking setting. The study tests two models that include antecedents and an outcome of commitment as a unidimensional and a mu...
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The paper investigates the dimensional nature of commitment (affective and calculative) within a retail banking setting. The study tests two models that include antecedents and an outcome of commitment as a unidimensional and a multidimensional construct. The target population for the study included adult customers of retail banks residing in an emerging market. To collect data, self-administered questionnaires were fielded purposively among respondents, with 599 usable responses being collected for analysis. The study highlights the irrelevance of the dimensional nature of commitment (unidimensional or multidimensional) on future behavioral intention within a retail banking setting and established the significance of perceived value, customer orientation, and information sharing on commitment.
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This paper examines the relationship between satisfaction and customer loyalty and the moderating effects of affective and calculative commitment. The results suggest that while customer loyalty increases monotonically with the en...
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This paper examines the relationship between satisfaction and customer loyalty and the moderating effects of affective and calculative commitment. The results suggest that while customer loyalty increases monotonically with the enhancement of satisfaction, the marginal effect of satisfaction on customer loyalty actually decreases. Calculative commitment positively moderates the curvilinear relationship of satisfaction and customer loyalty, i.e. enhancing calculative commitment could intensify the relationship between satisfaction and customer loyalty. Affective commitment has no significant moderating effect on the relationship of satisfaction and customer loyalty, but it can directly enhance the customer loyalty. The research findings can help us to explain the phenomenon of the 'satisfaction trap'.
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This article responds to the call for the identification of a core essence of organizational commitment. Since this call 14 years ago, scholars studying organizational commitment have not come to an agreement as to the nature of o...
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This article responds to the call for the identification of a core essence of organizational commitment. Since this call 14 years ago, scholars studying organizational commitment have not come to an agreement as to the nature of organizational commitment, and how it develops. The research's fragmentation creates a problem in a time when practitioners are looking toward organizational commitment interventions to attract, retain, and develop talent and enhance employee performance. With organizational commitment research remaining confounding and fragmented, further clarification of what commitment is and how it develops is warranted and important to guide future research and evidence-based practice. Through a review of the competing and overlapping organizational commitment theoretical frameworks and the empirical research on the consequences of affective organizational commitment this article proposes a conceptual framework in which affective commitment, or the emotional attachment to the organization, is an important core essence of organizational commitment.
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Purpose This paper aims to conclude and provide a review of the current literature on a commitment to change (C2C). Detailed research is provided on the operationalization and conceptualization of C2C.Design/methodology/approach T...
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Purpose This paper aims to conclude and provide a review of the current literature on a commitment to change (C2C). Detailed research is provided on the operationalization and conceptualization of C2C.Design/methodology/approach The review is conducted based on 55 research papers published in different journals at different times in the past on C2C.Findings A complete framework from previous to latest literature has been depicted in the current paper on a C2C with their citation in the one study. Gaps that had not been addressed by previous authors are also highlighted to facilitate future researchers in regards to C2C. Especially in the context of quantitative studies gaps are highlighted in previous literature of C2C.Practical implications Future researchers can study the highlighted gaps with regards to C2C. Further it provides researchers a brief summary of 55 researches on C2C.
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Purpose - The purpose of this paper is to explore the effect of calculative, affective and normative commitment on bank employee-customer rapport and customer satisfaction. The mediating effect of rapport between each of the three...
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Purpose - The purpose of this paper is to explore the effect of calculative, affective and normative commitment on bank employee-customer rapport and customer satisfaction. The mediating effect of rapport between each of the three types of commitment and customer satisfaction is also examined. Design/methodology/approach - Structural equation modelling by Partial Least Square method is used for analysing the data on 212 bank customers in Bangladesh. Findings - Results indicate that affective and normative commitment of customers has strong influence in developing rapport, whereas the impact of customers' calculative commitment on rapport was found to be non-significant. The study also found that rapport has a complementary mediation effect between the three types of commitment and customer satisfaction. Practical implications - While providing training to front line employees, bank management should make them aware that not all customers may have the same level of positive attitude or cooperation for the rapport-building procedure. Employees should understand that different customers will respond differently to their efforts for building rapport due to their pre-existing commitment levels towards banks. Bank management should acknowledge that customers' current level of commitment may be further strengthened or weakened by successful or unsuccessful rapport building with banks' employees and thereby re-evaluate their satisfaction level with the bank. Originality/value - The study contributes to the relationship literature by exploring the mediating role of rapport between commitment and customer satisfaction, and by considering the influence of normative commitment on customer-employee rapport in financial services.
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Research on affective organizational commitment has largely been conceptually restricted by the temporal boundaries of organizational membership, while only few authors have addressed how individuals may commit to an organization ...
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Research on affective organizational commitment has largely been conceptually restricted by the temporal boundaries of organizational membership, while only few authors have addressed how individuals may commit to an organization before becoming members. Given that individual careers increasingly span across a greater number of organizations, this restriction limits our ability to capture how employees experience their workplaces throughout their careers. Addressing this gap, this article contributes to the literature on affective commitment by arguing that individuals may remain affectively committed to an organization after having left it. We extend the temporal structure of affective commitment beyond separation by introducing the concept of residual affective commitment, and present a model of how such commitment is formed. We elucidate the interplay between residual and current affective commitment, complementing research on organizational newcomers. Finally, we open up new avenues for research by discussing theoretical consequences of the introduction of residual commitment.
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A review of the organizational commitment literature has pointed out several advantages as well as some limitations of the approach advanced by Meyer and Allen (Meyer, P.J. and Allen, J.N. (1997). Commitment in the workplace: Theo...
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A review of the organizational commitment literature has pointed out several advantages as well as some limitations of the approach advanced by Meyer and Allen (Meyer, P.J. and Allen, J.N. (1997). Commitment in the workplace: Theory, research, and application. Thousand Oaks, CA: Sage.). The advantages include good psychometric properties of the current scales, acceptable discriminant validity of the three dimensions, and research findings that showed the usefulness and acceptable content validity of the three-dimensional approach. Some of the limitations are limited predictive validity, conceptual ambiguity of continuance commitment, and concept redundancy between normative and affective commitment. This paper suggests a conceptualization that builds upon the strengths of the current approaches and minimizes their limitations. The proposed theory contends that organizational commitment is two-dimensional. One dimension is instrumental in nature and the second is affective. In addition, a sharp difference needs to be made between commitment propensity that develops before one's entry into the organization and commitment attitudes that develop after one's entry into the organization. The advantages of the suggested theory and its implications for the understanding of organizational commitment and future research on it are discussed.
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The aim of this study is to extend research on employee affective commitment in three ways: (1) instead of organizational commitment the focus is on occupational commitment; (2) the role of proactive personality on affective occup...
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The aim of this study is to extend research on employee affective commitment in three ways: (1) instead of organizational commitment the focus is on occupational commitment; (2) the role of proactive personality on affective occupational commitment is examined; and (3) occupational satisfaction is examined as a mediator and political skills as moderator in the relationship between proactive personality and affective occupational commitment. Two connected studies, one in a hospital located in the private sector and one in a university located in the public sector, are carried out in Pakistan, drawing on a total sample of over 400 employees. The results show that proactive personality is positively related to affective occupational commitment, and that occupational satisfaction partly mediates the relationship between proactive personality and affective occupational commitment. No effect is found for a moderator effect of political skills in the relationship between proactive personality and affective occupational commitment. Political skills however moderate the relationship between proactive personality and affective organizational commitment.
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