IDEAS home Printed from https://ideas.repec.org/p/rug/rugwps/11-700.html
   My bibliography  Save this paper

A Longitudinal Analysis of Customer Satisfaction, Relationship Commitment Dimensions, and Triggers on Share of Wallet

Author

Listed:
  • B. LARIVIÈRE
  • T. L. KEININGHAM
  • B. COOIL
  • L. AKSOY

Abstract

The overwhelming majority of research in marketing has treated commitment as a one or two dimensional construct and largely disregarded temporal effects when investigating the relationship between satisfaction, commitment and customer loyalty. This under-specification of the commitment construct and cross-sectional nature of studies has the potential to misrepresent these relationships. This research uses a three-component model of commitment (affective, calculative, normative) and situational triggers to examine their impact on customers’ share of wallet (SOW). The data consists of 269 households whose banking relationships were tracked for two years. The results showed that changes in affective, calculative and normative commitment each have a significant positive association with change in share of wallet when one adjusts for the effects of customer characteristics such as age and tenure with company. The baseline level of calculative commitment, and changes in affective commitment provide the best explanations for changes in SOW, and when this information on commitment is used, contemporaneous changes in satisfaction has no significant incremental value as a predictor for changes in SOW. Finally the analysis reveals a two-segment customer model which demonstrates how managers can be misled if they assume that everyone will react to satisfaction and commitment improvement efforts similarly.

Suggested Citation

  • B. Larivière & T. L. Keiningham & B. Cooil & L. Aksoy, 2011. "A Longitudinal Analysis of Customer Satisfaction, Relationship Commitment Dimensions, and Triggers on Share of Wallet," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 11/700, Ghent University, Faculty of Economics and Business Administration.
  • Handle: RePEc:rug:rugwps:11/700
    as

    Download full text from publisher

    File URL: http://wps-feb.ugent.be/Papers/wp_11_700.pdf
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    Customer Satisfaction; Affective Commitment; Calculative Commitment; Normative Commitment; Share-of-Wallet;
    All these keywords.

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rug:rugwps:11/700. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Nathalie Verhaeghe (email available below). General contact details of provider: https://edirc.repec.org/data/ferugbe.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.