Does Attitudinal Commitment to Stores Always Lead to Behavioral Loyalty? The Moderating Effect of Age
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.
|Date of creation:||Feb 2003|
|Date of revision:|
|Contact details of provider:|| Postal: Hoveniersberg 4, B-9000 Gent|
Phone: ++ 32 (0) 9 264 34 61
Fax: ++ 32 (0) 9 264 35 92
Web page: http://www.ugent.be/eb
More information through EDIRC
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Geyskens, I. & Steenkamp, J.E.B.M. & Scheer, L.K. & Kumar, N., 1996. "The effects of trust and interdependence on relationship commitment : A trans-Atlantic study," Other publications TiSEM ef7c8d6c-963d-4ee7-8576-9, Tilburg University, School of Economics and Management.
- Wilkes, Robert E, 1992. " A Structural Modeling Approach to the Measurement and Meaning of Cognitive Age," Journal of Consumer Research, Oxford University Press, vol. 19(2), pages 292-301, September.
- N. Sheth, Jagdish & Parvatiyar, Atul, 1995. "Relationship marketing," International Business Review, Elsevier, vol. 4(4), pages 391-396.
- Arnold, Stephen J. & Handelman, Jay & Tigert, Douglas J., 1996. "Organizational legitimacy and retail store patronage," Journal of Business Research, Elsevier, vol. 35(3), pages 229-239, March.
- Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Oxford University Press, vol. 24(4), pages 343-73, March.
- Bloemer, JoseM. M. & Kasper, Hans D. P., 1995. "The complex relationship between consumer satisfaction and brand loyalty," Journal of Economic Psychology, Elsevier, vol. 16(2), pages 311-329, July.
- Gruen, Thomas W., 1995. "The outcome set of relationship marketing in consumer markets," International Business Review, Elsevier, vol. 4(4), pages 447-469.
- Babin, Barry J. & Darden, William R., 1996. "Good and bad shopping vibes: Spending and patronage satisfaction," Journal of Business Research, Elsevier, vol. 35(3), pages 201-206, March.
- Cole, Catherine A & Balasubramanian, Siva K, 1993. " Age Differences in Consumers' Search for Information: Public Policy Implications," Journal of Consumer Research, Oxford University Press, vol. 20(1), pages 157-69, June.
- Rook, Dennis W & Fisher, Robert J, 1995. " Normative Influences on Impulsive Buying Behavior," Journal of Consumer Research, Oxford University Press, vol. 22(3), pages 305-13, December.
- Yoon, Carolyn, 1997. " Age Differences in Consumers' Processing Strategies: An Investigation of Moderating Influences," Journal of Consumer Research, Oxford University Press, vol. 24(3), pages 329-42, December.
- Sheth, Jagdish N. & Parvatiyar, Atul, 1995. "The evolution of relationship marketing," International Business Review, Elsevier, vol. 4(4), pages 397-418.
When requesting a correction, please mention this item's handle: RePEc:rug:rugwps:03/168. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Nathalie Verhaeghe)
If references are entirely missing, you can add them using this form.