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Does Attitudinal Commitment to Stores Always Lead to Behavioral Loyalty? The Moderating Effect of Age

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  • P. VAN KENHOVE
  • K. DE WULF
  • D. VAN DEN POELT

Abstract

Assuming a positive relationship between two outcomes of relationship marketing - affective commitment and behavioral loyalty, the question arises whether this relationship holds for all consumers. This paper analyzes the moderating role of age on the relationship between affective commitment and behavioral loyalty. The study does not rely on a single measurement tool, but is based on panel data collected over eight months and two different mail surveys of 301 Belgian households. Information was gathered about their behavioral loyalty, affective commitment towards shoe stores or perfume stores, their ages and different measures of individual difference variables. The results from our analysis show that age moderates the relationship between affective commitment to a store and behavioral loyalty. For young respondents no significant relationship was found between affective commitment and behavioral loyalty. For older respondents, this relationship is significant and positive. The moderating role of age may be explained by its negative correlation with exploratory purchasing behavior, tendency to seek change, innovativeness and risk aversion and the variables’ positive relationship with spontaneous buying behavior.

Suggested Citation

  • P. Van Kenhove & K. De Wulf & D. Van Den Poelt, 2003. "Does Attitudinal Commitment to Stores Always Lead to Behavioral Loyalty? The Moderating Effect of Age," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 03/168, Ghent University, Faculty of Economics and Business Administration.
    • Handle: RePEc:rug:rugwps:03/168
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    Cited by:

    1. Baltas, George & Argouslidis, Paraskevas C. & Skarmeas, Dionysis, 2010. "The Role of Customer Factors in Multiple Store Patronage: A Cost–Benefit Approach," Journal of Retailing, Elsevier, vol. 86(1), pages 37-50.
    2. D. Van den Poel, 2003. "Predicting Mail-Order Repeat Buying. Which Variables Matter?," Review of Business and Economic Literature, KU Leuven, Faculty of Economics and Business (FEB), Review of Business and Economic Literature, vol. 0(3), pages 371-404.

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