Browse > Article
http://dx.doi.org/10.5392/JKCA.2016.16.01.541

Causal Role of Affective Commitment and Calculative Commitment in Explaining Relationships Between Service Characteristics and Trust and Services Loyalty in Dental Service Setting  

Choi, Chul-Jae (단국대학교 경영학부)
Publication Information
The Journal of the Korea Contents Association / v.16, no.1, 2016 , pp. 541-557 More about this Journal
Abstract
The purpose of this study is to identifies services characteristics such as service customization, service ability, service empathy impacts on trust, affective commitment and calculative commitment, and explains causal role of affective commitment and calculative commitment by verifies relationships between trust and affective commitment and calculative commitment and customer loyalty in dental service setting. Analysis of structural equation modeling with SPSS 20.0 and AMOS 16.0 were performed to test the research hypothesis. The result of the study as follows: First, it was found that service customization had effect on affective commitment, and service ability had influence on trust, and service empathy impacts on both trust and affective commitment, but calculative commitment was not found to significant path coefficients in relationships with service characteristics. Second, trust had effects on calculative commitment, but not affective commitment. Third, affective commitment and calculative commitment positively had influence on customer loyalty. Therefore, Dental service providers should be increase user confidence by showing empathy and the ability to service. Customer who had formed trust is to build customer loyalty by inducing loyalty directly or by presents a variety of benefits indirectly. The high emotional attachment customer will have to present a suitable marketing strategies to build strong customer loyalty.
Keywords
Dental Service; Trust; Affective Commitment; Calculative Commitment; Customer Loyalty;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
연도 인용수 순위
1 L. X. Li, "Relationshipships Between Determinants of Hospital Quality Management and Service Quality Performance- a Path Analytic Model," Omega, Vol.25, No.5, pp.535-545, 1997.   DOI
2 P. S. Rasu and S. C. Lonial, "The Impact of Service Quality and Marketing on Financial Performance in the Hospital: An Empirical Examination," J. of Retailing and Consumer Services, Vol.9, pp.335-348, 2002.   DOI
3 S. Asefzaden, S. Jahandideh, and E. B. Asadabadi, "Dental Services Marketing: A Case of Dental Clinics in Iran," International J. of Healthcare Management, Vol.5, No.1, pp.12-18, 2012.   DOI
4 K. S. Coulter and R. A. Coulter, "Determinants of Trust in a Service Provider: The Moderating Role of Length of Relationship," J. of Services Marketing, Vol.16, No.1, pp.35-50, 2002.   DOI
5 K. de Ruyter, L. Moorman, and J. Lemmink, "Antecedents of Commitment and Trust in Consumer-Supplier Relationships in High Technology Markets," Industrial Marketing Management, Vol.30, pp.271-286, 2001.   DOI
6 G. Kim, "Applying Service Profit Chain Model to the Korean Restaurant Industry," International J. of Hospitality Management, Vol.36, pp.1-13, 2014.   DOI
7 Y. H. Wong, Y. K. Risky, T. K. P. Leung, and J. Pae, "Commitment and Vulnerability in B2B Relationship Selling in the Hong Kong Institutional Insurance Service Industry," J. of Services Marketing, Vol.22, No.2, pp.136-148, 2008.   DOI
8 F. Simon, "The Influence of Empathy in Complaint Handling: Evidence of Gratitude and Transactional Routes to Loyalty," J. of Retailing and Consumer Services, Vol.20, pp.599-608, 2013.   DOI
9 H. S. Bansal, P. G. Irving, and Taylor, "A Three Component Model of Customer Commitment to Service Providers," J. of Academy Marketing Science, Vol.32, No.3, pp.109-250, 2004.
10 H. Evanschitzky, G. R. Iyer, H. Plassmann, J. Niessing, and H. Meffert, "The Relative Strength of Affective Commitment in Securing Loyalty in Service Relationships," J. of Business Research, Vol.59, pp.1207-1213, 2006.   DOI
11 J. H. Mayer and M. I. Alpert, "Determinant Buying Attributes: Meaning and Measurement," J. of Marketing, Vol.32, pp.18-20, 1968.   DOI
12 K. C. Chang, M. C. Chen, and C. I. Hsu, "Applying Loss Aversion to Assess the Effect of Customers Asymmetric Responses to Service Quality on Post-Dining Behavioral Intentions: An Empirical Survey in the Restaurant Sector," International J. of Hospitality Management, Vol.29 No.4, pp.620-631, 2010.   DOI
13 D. L. Mothersbaugh, W. K.II. Foxx, S. E. Beatty and S. Wang, "Disclosure Antecedents in An Online Service Context: The Role of Sensitivity of Information," J. of Service Research, Vol.15, No.1, pp.76-98, 2012.   DOI
14 P. Klau and S. Maklan, "Toward A Better Measure of Customer Experience," International J. of Market Research, Vol.55, No.2, p.227, 2013.   DOI
15 D. T. Wilson, "An Integrated Model of Buyer-Seller Relationships," J. of the Academy of Marketing Science, Vol.23, No.4, pp.335-345, 1995.   DOI
16 R. F. Dwyer, P. H. Schurr, and S. Oh, "Developing Buyer-Seller Relationships," J. of Marketing, Vol.51, No.2, pp.11-27, 1987.   DOI
17 C. Moorman, G. Zaltman, and R. Deshpande, "Relationships Between Providers and Users of Market Research: The Dynamics of Trust Within and Between Organizations," J. of Marketing Research, Vol.29, No.3, pp.314-329, 1992.   DOI
18 B. Cater and V. Zabkar, "Antecedents and Consequences of Commitment in Marketing Research Services: The Client's Perspectives," Industrial Marketing Management, Vol.38, pp.785-797, 2009.   DOI
19 S. Ganesan, "Determinants of Long-Term Orientation in Buyer-Seller Relationships," L. of Marketing, Vol.58, No.2, pp.1-19, 1994.
20 E. Anderson and B. weitz, "The Use of Pledges to Build and Sustain Commitment in Distribution Channels," J. of Marketing Research, Vol.28, No.1, pp.18-34, 1992.
21 H. Becker, "Notes on the Concept of Commitment," J. of Sociology, Vol.66, pp.32-42, 1960.
22 A. Allen and J. Meyer, "The Measurement and Antecedents of Affective, Continuance and Normative Commitment to Organization," J. of Occupational Psychology, Vol.63, No.1, pp.1-8, 1990.   DOI
23 T. Ogaard, E. marnburg, and S. larsen, "Perceptions of Organizational Structure in the Hospitality Industry: Consequences for Commitment, Job Satisfaction and Perceived Performance," Tourism Management, Vol.29, No.4, pp.661-671, 2007.   DOI
24 I. Geyskens, J. B. E. M. Steenkamp, I. K. Scheer, and N. Kumar, "The Effects of Trust and Interdependence on Relationship Commitment: A Transatlantic Study', International J. of Research in Marketing, Vol.13, No.4, pp.303-317, 1996.   DOI
25 R. L. Oliver, "Whence Consumer Loyalty?," J. of Marketing, Vol.63, pp.33-44, 1999.
26 A. Dick and K. Basu, "Customer Loyalty: Toward An Integrated Conceptual Framework," Academy of Marketing Science, Vol.22, No.2, pp.99-113, 1994.   DOI
27 D. Sirdeshmukh, J. Singh, and B. Sabol, "Consumer Trust, Value and Loyalty in Relational Exchanges," J. of Marketing, Vol.66, No.1, pp.15-37, 2002.   DOI
28 U. R. Orth and M. T. Green, "Consumer Loyalty to Family versus Non-Family Business: The Roles of Store Image, Trust and Satisfaction," J. of Retailing and Consumer Services, Vol.16, pp.248-259, 2009.   DOI
29 Y. Zhang, Y. Fang, K. Wei, E. Ramsey, P. McCole, and H. Chen, "Repurchase intention in B2C e-Commerce: A Relationship Quality Perspective," Information and Management, Vol.48, pp.192-200, 2011.   DOI
30 H. Werther and F. Ricci, "E-Commerce and Tourism," Communication of the ACM, Vol.47, No.2, pp.101-105, 2004.
31 S. Hong and Y. J. J. Goo, "A Causal Model of Customer Loyalty in Professional Service Firms: An Empirical Study," International J. of Management, Vol.21, No.4, pp.531-540, 1994.
32 R. J. Bennett and P. J. Robin, "The Role of Trust and Contract in the Supply of Business Advice," Cambridge J. of Economics, Vol.28, pp.471-488, 2004.   DOI
33 A. S. Gill, A. B. Flaschner, and M. Shachar, "Factors that Affect The Trust of Business Clients in their Banks," International J. of Bank Marketing, Vol.24, No.6, pp.384-405, 2006.   DOI
34 R. C. Mayer, J. H. Davis, and F. D. Schoorman, "An Integration Model of Organizational Trust," Academy of Management Review, Vol.20, No.3, pp.709-724, 1995.   DOI
35 L. L. Berry, "Relationship Marketing of Service-Growing Interest, Emerging Perspectives," J. of the Academy of Marketing Science, Vol.23, No.4, pp.236-245, 1995.   DOI
36 R. Mayer and D. Schoorman, "Predicting Participation and Outcomes Through A Two-Dimensional Model of Organizational Commitment," Academy of Management J., Vol.35, pp.671-684, 1992.   DOI
37 H. Bansal, P. Irving, and S. Tayor, "A Three-Component Model of Customer Commitment to Service Providers," J. of Academy of Marketing Science, Vol.32, No.3, pp.109-250, 2004.
38 E. Garbarcino and M. Johnson, "The Different Roles of Satisfaction, Trust and Commitment in Customer Relationships," J. of Marketing, Vol.63, April, pp.70-87, 1999.   DOI
39 K. K. Nusair, H. G. Parsa, and C. Cobanoglu, "Building A Model of Commitment for Generation Y: An Empirical Study on e-Travel Retailers," Tourism Management, Vol.32, pp.833-843, 2011.   DOI
40 D. Gilliand and D. Bello, "The Two Sides to Attitudinal Commitment: The Effect of Calculative and Loyalty Commitment on Enforcement Mechanism in Distribution Channels," J. of Academy of Marketing Science, Vol.30, No.1, pp.24-43, 2002.   DOI
41 D. Ford and R. McDowell, "Managing Business Relationships by Analyzing the Effects and Value of Different Actions," Industrial Marketing Management, Vol.28, No.5, pp.429-443, 1999.   DOI
42 K. de Ruyter and M. Wetzels, "Commitment in Auditor-Client Relationships: Antecedents and Consequences," Accounting, Organizationa and Society, Vol.24, No.1, pp.35-51. 1999.
43 S. P. Gounaris, "Trust and Commitment Influences on Customer Retention: Insights from Business-to Business Services," J. of Business Research, Vol.58, No.2, pp.126-140, 2005.   DOI
44 R. C. Moorman, R. Deshpande, and G. Zaltman, "Factor That Affecting Trustin Market Research Relationships," J. of Marketing, Vol.57, January, pp.81-101, 1993.   DOI
45 최철재, "서비스제공자의 특성이 신뢰와 충성도에 미치는 영향," 한국콘텐츠학회논문지, 제12권, 제9호, pp.293-310, 2012.
46 R. M. Morgan and S. D. Hunt, "The Commitment-Trust Theory of Relationship Marketing," J. of Marketing, Vol.58, No.7, pp.20-38, 1994.
47 이종근, 배무언, "백화점 고객이 가지는 관계가 고객만족과 신뢰 및 충성도에 미치는 영향에 관한 연구," 유통과학연구, 제4권, 제1호, pp.27-51, 2006.
48 최철재, 허영수, "서비스전달특성과 충성도 관계에서 감정적 몰입의 매개역할: 백화점 중심으로," 한국콘텐츠학회논문지, 제14권, 제10호, pp.255-269, 2014.
49 S. E. Beatty, L. R. Khale, and P. Homer, "The Involvement Commitment Model: Theory and Implication," J. of Business Research, Vol.16, No.2, pp.149-167, 1988.   DOI
50 G. Fullerton, "The Impact of Brand Commitment on Loyalty in Retail Service Brands," Canadian J. of Administrative Sciences, Vol.22, No.2, pp.97-110, 2005.
51 T. Hennig-Thurau, K. P. Gwinner, and D. D. Gremier, "Understanding Relationship Marketing Outcomes: An Integration of Relational Benefits and Relational Quality," J. of Service Research, Vol.4, No.3, pp.230-247, 2002.   DOI
52 M. P. Pritchard, M. E. Havitz, and D. R. Howard, "Analyzing The Commitment-Loyalty Link in Service Contexts," J. of the Academy of Marketing Science, Vol.27, No.3, pp.333-348, 1999.   DOI
53 G. T. Lau and S. H. Lee, "Consumers' Trust in A Brand and The Link to Brand Loyalty," J. of Maker-Focused Management, Vol.4, pp.341-370, 1999.
54 J. C. Anderson and J. A. Narus, "A Model of Distributer Firm and Manufacturer Firm Working Partnerships," J. of Marketing, Vol.54, pp.42-58, 1990.
55 L. J. Harrison-Walker, "The Measurement of Word of Mouth Communication and An Investigation of Service Quality and Customer Commitment as Potential Antecedents," J. of Service Research, Vol.4, pp.60-75, 2001.   DOI
56 N. Kumar, J. D. Hibbard, and L. W. Stern, "The Nature and Consequences of Marketing Channel Intermediary Commitment," Marketing Science Institute, No.94-115, Cambridge, MA, 1994.
57 J. Bloemer and G. Oderkerken-Schroder, "The Psychological Antecedents of Enduring Customer Relationships: An Empirical Study in a Bank Setting," J. of Relationship Marketing, Vol.6, No.1, pp.21-43, 2007.   DOI
58 K. Matzler, S. Grabner-Krauter, and S. Bidmon, "Risk Aversion and Brand Loyalty: The Mediating Role of Brand Trust and Brand Affect," J. of Product and Brand Management, Vol.17, No.3, pp.154-162, 2008.   DOI
59 J. B. Heide, "Interorganizational Governance in Marketing Channels," J. of Marketing, Vol.58, January, pp.71-85, 1994.   DOI
60 M. Voebe and C. Rabe, "Industriegutermarken," in M. Bruth(Ed.), Handbuch Markenfuhrung, 2nd ed., Weishaden: Gabler, pp.75-94, 2004.
61 R. C. Mayer and J. H. Davis, "The Effect of Performance Appraisal System on Trust for Management: A Field Quasi-Experiment," J. of Marketing, Vol.59, No.7, pp.30-43, 1995.   DOI
62 P. Aggaewal, S. B. Castleberry, R. Rindnour, and C. D. Shepherd, "Salesperson Empathy and Listening: Impact on Relationship Outcomes," J. of Marketing Theory and Practical, Vol.13, No.3, pp.16-31, 2005.   DOI
63 A. Parasuraman, A. Zeithaml, and L. L. Berry, "SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality," J. of Retailing, Vol.64, No.1, pp.12-40, 1988.