Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships

The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships Several theories of relationship marketing propose that customers vary in their relationships with a firm on a continuum from transactional to highly relational bonds. Few empirical studies have segmented the customer base of an organization into low and high relational groups to assess how evaluations vary for these groups. Using structural equation analysis, the authors analyze the relationships of satisfaction, trust, and commitment to component satisfaction attitudes and future intentions for the customers of a New York off-Broadway repertory theater company. For the low relational customers (individual ticket buyers and occasional subscribers), overall satisfaction is the primary mediating construct between the component attitudes and future intentions. For the high relational customers (consistent subscribers), trust and commitment, rather than satisfaction, are the mediators between component attitudes and future intentions. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing SAGE

The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships

Journal of Marketing , Volume 63 (2): 18 – Apr 1, 1999

Loading next page...
 
/lp/sage/the-different-roles-of-satisfaction-trust-and-commitment-in-customer-VV0WKAGTZo

References (40)

Publisher
SAGE
Copyright
© 1999 American Marketing Association
ISSN
0022-2429
eISSN
1547-7185
DOI
10.1177/002224299906300205
Publisher site
See Article on Publisher Site

Abstract

Several theories of relationship marketing propose that customers vary in their relationships with a firm on a continuum from transactional to highly relational bonds. Few empirical studies have segmented the customer base of an organization into low and high relational groups to assess how evaluations vary for these groups. Using structural equation analysis, the authors analyze the relationships of satisfaction, trust, and commitment to component satisfaction attitudes and future intentions for the customers of a New York off-Broadway repertory theater company. For the low relational customers (individual ticket buyers and occasional subscribers), overall satisfaction is the primary mediating construct between the component attitudes and future intentions. For the high relational customers (consistent subscribers), trust and commitment, rather than satisfaction, are the mediators between component attitudes and future intentions.

Journal

Journal of MarketingSAGE

Published: Apr 1, 1999

There are no references for this article.