Browse > Article
http://dx.doi.org/10.5859/KAIS.2012.21.1.47

The Effect of the Length of Relationship and Commitment in the Context of Mobile Telecommunication Industry  

Bang, Joung-Hae (국민대학교 경영대학)
Seol, Jin-Young (국민대학교 대학원 경영학과)
Kim, Min-Sun (협성대학교 유통경영학과)
Lee, Eun-Hyung (국민대학교 경영대학)
Publication Information
The Journal of Information Systems / v.21, no.1, 2012 , pp. 47-68 More about this Journal
Abstract
The purpose of this study is to investigate two components of commitment(affective commitment and calculative commitment) and relational equity on loyalty. In addition, The authors analyzed the moderating effect of length of relationship on the effects of commitments and relational equity on switching intention. Major findings can be summarized as follows. It was found that affective commitment made a negative impact on switching intentions and a positive impact on w-o-m. Calculative commitment had no effect on switching intention and w-o-m while it made a negative effect on w-o-m in handset side only. Relational equity appears to bolster a negative effect on switching intention and a positive effect on w-o-m. Also length of relationship seems to moderate the effect of relational equity on switching intention.
Keywords
Affective Commitment; Calculative Commitment; Relational Equity; Length of Relationship; Switching Intention; Word-of-Mouth;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
연도 인용수 순위
1 Swann, W. B., and Gill, M. J., "Confidence in Person Perception: Do We Know What We Think About Our Relationship Partners?," Journal of Personality and Social Psychology, Vol.73, No.4, 1997, pp.747-757.   DOI   ScienceOn
2 Sweeney, J. C., and Swait, J., "The Effects of Brand Credibility on Customer Loyalty," Journal of Retailing and Consumer Services, Vol.15, No.3, May, 2008, pp.179-193.   DOI   ScienceOn
3 Szmigin, I., and Bourne, H., "Consumer Equity in Relationship Marketing," Journal of Consumer Marketing, Vol.15, No.6, 1998, pp.544-557.   DOI   ScienceOn
4 Van de Ven, A. H., and Ferry., D L., Measuring and Assessing Organization, NY, 1980.
5 Verhoef, P. C., Philip H. F., and Hoekstra, J. C., "The Effect of Relational Constructs on Customer Referrals and Number of Services Purchased from a Multiservice Provider: Does Age of Relationship Matter?," Journal of the Academy of Marketing Science, Vol.30, No.3, 2002, pp.202-216.   DOI
6 Westbrook, R. A., "Product/Consumption-based Affective Responses and Postpurchase Processes," Journal of Marketing Research, Vol.24, No.3, August, 1987, pp.258-270.   DOI   ScienceOn
7 Zeelenberg, M., and Pieters, R., "Beyond Vance of Customers Dissatisfaction: A Review and New Findings on Behavioral Responses to Regret and Disappointment in Failed Services," Journal of Business Research, Vol.57, No.4, 2004, pp.445-455.   DOI   ScienceOn
8 Zins, A. H., "Relative Attitudes and Commitment in Customer Loyalty Models. Some Experiences in the Commercial Airline Industry," International Journal of Service Industry Management, Vol.12, No.3, 2001, pp.269-294.   DOI   ScienceOn
9 Mattila, A. S., "How Affective Commitment Boosts Guest Loyalty (and Promotes Frequent-Guest Programs)," Cornell Hotel and Restaurant Administration Quarterly, Vol.47, No.2, May, 2006, pp.174-181.   DOI   ScienceOn
10 Meyer, J. P., and Herscovitch, L., "Commitment in the Workplace toward a General Model," Human Resource Management Review, Vol.1, No.3, 2001, pp.299-326.
11 Michael, A. J., Kristy, E. R., David, L. M., and Sharon, E. B., "The Positive and Negative Effects of Switching Costs on Relational Outcomes," Journal of Service Research, Vol.9, No.4, May, 2007, pp.335-355.   DOI   ScienceOn
12 Maxham, III. J. G., and Netemeyer, R. G., "Modeling Customer Perceptions of Complaint Handling over Time: The Effects of Perceived Justice on Satisfaction and Intent," Journal of Retailing, Vol.78, No.4, 2002, pp.239-252.   DOI   ScienceOn
13 Nunnally, J. C., Psychometric Theory, 2nd ed., NY: McGraw-Hill, 1978.
14 O'Reilly, C., and Chatman, J., "Organizational Commitment and Psychological Attachment: The Effects of Compliance, Identification, and Internalization on Prosocial Behavior," Journal of Applied Psychology, Vol.71, No.3, 1986, pp.492-499.   DOI
15 Pieters, R. G. M., and Verplanken, B., "Intention-Behavior Consistency: Effects of Consideration Set Size, Involvement and Need for Cognition," European Journal of Social Psychology, Vol.25, No.5, 1995, pp.531-541.   DOI   ScienceOn
16 Raimondo, M. A., Miceli, G. N., and Costabile M., "How Relationship Age Moderates Loyalty Formation: The Increasing Effect of Relational Equity on Customer Loyalty," Journal of Service Research, Vol.11, No.2, 2008, pp.142-160.   DOI   ScienceOn
17 Reichheld, F. F., The Loyalty Effect, The Harvard Business School Press, Boston, 1996.
18 Reichheld, F., and Sasser, W., "Zero Defects: Quality Comes to Services," Harvard Business Review, Vol.68, No.5, Sept-Oct, 1990, pp.105-111.
19 Grayson, K., and Ambler, T., "The Dark Side of Long-Term Relationships in Marketing Services," Journal of Marketing Research, Vol.36, No.1, 1999, pp.132-141.   DOI   ScienceOn
20 Gremler, D. D., "Word-of-Mouth about Service Providers: An Illustration of Theory Development and Marketing," The Association, Vol.5, 1994, pp.62-70.
21 Gronroos, C., "Quo vadis Marketing? Towards Relationship Marketing Paradigm," Journal of Marketing Management, Vol.10, No.5, 1994, pp.347-360.   DOI   ScienceOn
22 Gustafsson, A., Michael, D. J., and Inger, R., "The Effects of Customer Satisfaction, Relationship Commitment Dimensions, and Triggers on Customer Retention," Journal of Marketing, Vol.69, No.4, 2005, pp.210-218.   DOI   ScienceOn
23 Harrison, L. J., "The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment as Potential Antecedents," Journal of Service Research, Vol.4, No.1, 2001, pp.62-75.
24 Hennig, T., Kevin, P. G., and Dwayne, D. G., "Understanding Relationship Marketing Outcomes," Journal of Service Research, Vol.4, No.3, 2002, pp.230-247.   DOI   ScienceOn
25 Jones, M. A., Reynolds, K.E., Mothersbaugh, D. L., and Beatty, S. E., "The Positive and Negative Effects of Switching Costs on Relational Outcomes," Journal of Service Research, Vol.9, No.4, 2007. pp.335-355.   DOI   ScienceOn
26 Kalwani, M. U., and Nayarandas, N., "Long-Term Manufacturer-Supplier Relationships: Do They Pay Off for Supplier Firms?," Journal of Marketing, Vol.59, No.1, 1995, pp.1-16.   DOI   ScienceOn
27 Keaveney, S. M., "Customer Switching Behavior in Service Industries: An Exploratory Study," Journal of Marketing, Vol.59, No.2, April, 1995, pp.71-82.   DOI   ScienceOn
28 Lipsman, Social Networking goes Global. Reston, VA. Retrieved January 7, 2007 from http://www.comscore.com/press/release.asp?press=1555.
29 Mattila, A. S., "The Impact of Service Failures on Customer Loyalty," International Journal of Service Industry Management, Vol.15, No.2, 2004, pp.134-149.   DOI   ScienceOn
30 Dwyer. F., Schurr, P. H., and Oh, S., "Developing Buyer-Seller Relationships," Journal of Marketing, Vol.51, April, 1987, pp.11-27.   DOI   ScienceOn
31 File, K. M., File, and Prince, R. A., "Positive Word-of-Mouth: Customer Satisfaction and Buyer Behaviour," International Journal of Bank Marketing, Vol.10, No.1, 1992, pp.25-29.   DOI
32 Fornell, C., "A National Customer Satisfaction Barometer: The Swedish Experience," Journal of Marketing, Vol.56, No.1, 1992, pp.6-21.   DOI   ScienceOn
33 Fournier, S., Dobscha, S., and Mick, D. G., "Preventing the Premature Death of Relationship Marketing," Harvard Business Review, Vol.76, No.1, 1998, pp.42-51.
34 Fullerton, G., "How Commitment both Enables and Undermines Marketing Relationships," European Journal of Marketing, Vol.39, No.11-12, 2005a, pp.1372-1388.   DOI   ScienceOn
35 Fullerton, G., "The Service Quality-Loyalty Relationship in Retail Services: Does Commitment Matter," Journal of Retailing and Consumer Services, Vol.12, No.1, 2005b, pp.99-111.   DOI   ScienceOn
36 Ganesan, S., "Determinants of Long-Term Orientation in Buyer-Seller Relationships," Journal of Marketing, Vol.58, No.2, April, 1994, pp.1-19.   DOI   ScienceOn
37 Garbarino, E., and Johnson, M., "The Different Roles of Satisfaction, Trust and Commitment for Relational and Transactional Consumers," Journal of Marketing, Vol.63, No.2, April, 1999, pp.70-87.   DOI   ScienceOn
38 Geyskens, I., Jan, B., Steenkamp, E. M., Scheer, L. K., and Kumar, N., "The Effects of Trust and Interdependence on Relationship Commitment: A Trans-Atlantic Study," International Journal of Research in Marketing, Vol.13, No.4, 1996, pp.303-317.   DOI   ScienceOn
39 Gill, M. J., Swann, W. B., and Silvera, D. H., "On the Genesis of Confidence," Journal of Personality and Social Psychology, Vol.75, No.5, 1998, pp.1101-1114.   DOI   ScienceOn
40 Gilliland, D. I., and Bello, D. C., "Two Sides to Attitudinal Commitment: The Effect of Calculative and Loyalty Commitment on Enforcement Mechanisms in Distribution Channel," Journal of the Academy of Marketing Science, Vol.30, No.1, 2002, pp.24-43.   DOI   ScienceOn
41 Alba, J. W., and Hutchinson, J. W., "Dimensions of Consumer Expertise," Journal of Consumer Research, Vol.13, No.4, March, 1987, pp.411-454.   DOI   ScienceOn
42 Allen, N. J., and Meyer, J. P., "The Measurement and Antecedents of Affective, Continuance and Normative Commitment to the Organization," Journal of Occupational Psychology, Vol.63, No.1, 1990, pp.1-18.   DOI
43 Baron, R. M., and Kenny, D. A., "The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic and Statistical Considerations," Journal of Personality and Social Psychology, Vol.51, No.6, 1986, pp.1173-1182.   DOI
44 Bendapudi, N., and Berry, L. L., "Customer's Motivations for Maintaining Relationships with Service Provider," Journal of Retailing, Vol.73, No.1, 1997, pp.15-37.   DOI   ScienceOn
45 Berger, I. E., and Mitchell, A. A., "The Effect of Advertising on Attitude Accessibility, Attitude Confidence, and Attitude Behavior Relationship," Journal of Consumer Research, Vol.16, No.3, 1989, pp.269-279.   DOI   ScienceOn
46 Bettencourt, L. A., "Customer Voluntary Performance: Customers as Partners in Service Delivery," Journal of Retailing, Vol.73, No.3, 1997, pp.383-406.   DOI   ScienceOn
47 Bolton, R. N., "A Dynamic Model of the Duration of the Customer's Relationship with a Continuous Service Provider: The Role of Satisfaction," Marketing Science, Vol.17, No.1, 1998, pp.45-65.   DOI   ScienceOn
48 Bolton, R. N., and Lemon, K. N., "A Dynamic Model of Customer's Usage of Services: Usage as an Antecedent and Consequence of Satisfaction," Journal of Marketing Research, Vol.36, No.2, 1999, pp.171-186.   DOI   ScienceOn
49 Dick, A. S., and Basu, K., "Customer Loyalty: Toward an Integrated Conceptual Framework," Journal of Academy of Marketing Science, Vol.22, No.2, 1994, pp.99-114.   DOI   ScienceOn
50 Cohen, J., Cohen, P., West, S. G., and Aiken, L. S., Applied Multiple Regression/ Correlation Analysis for the Behavorial Sciences. Lawrence Elbaum Associates, London, 2003.
51 강보현, 오세조, "환경의 동태성이 관계해지의도에 미치는 영향," 유통연구, 제10권, 제1호, 2005, pp.85-106.
52 권영훈, "관계동인과 관계품질이 고객몰입과 충성도에 미치는 영향: 이동통신 서비스를 중심으로," 상품학연구, 제26권, 제2호, 2008, pp.109-120.
53 문영주, 이종호, "온라인 커뮤니티 몰입에 미치는 영향 연구: 만족과 커뮤니티 신뢰를 매개로," 정보시스템연구, 제16권, 제1호, 2007, pp.23-45.   과학기술학회마을
54 문태성, 민진영, 강영식, 이희석, "이동통신 서비스 지속사용 결정요인에 관한 연구: 자의기반 메커니즘과 구속기반 메커니즘의 이원적 모형을 기반으로," 경영학연구, 제39권, 제4호, 2010, pp.1095-1120.
55 박준철, "e-marketplace 이용기업의 신뢰가 몰입, 장기거래지향성, 협력에 미치는 영향," 정보시스템연구, 제16권, 제2호, 2007, pp.123-144.   과학기술학회마을
56 이문봉, "온라인 커뮤니티에서 개인의 참여 동기와 사회적 영향 요인이 몰입에 미치는 영향," 정보시스템연구, 제14권, 제2호, 2005, pp.191-214.   과학기술학회마을
57 이상근, "상표전환에 미치는 영향에 관한 연구," 경희대학교 대학원 박사학위논문, 2004.
58 이학식, 임지훈, 구조방정식 모형분석과 AMOS 7.0, 법문사, 2008.
59 조현진, 노정식, "이동통신 이용고객의 만족, 결속, 전환의도에 관한 연구," 경영교육논총, 제53호, 2008, pp.195-217.
60 주영혁, 박옥선, "서비스실패와 고객이탈간 연결에서 고객-기업 관계특성의 조정적 역할: 가구단위의 연속적 서비스를 중심으로," 마케팅과학연구, 제16권, 제2호, 2006, pp.27-54.
61 최인혁, 장미애, 박주영, "이동통신사 전환행동에 영향을 미치는 요인: 정보탐색과 판매촉진 지향성의 조절효과," 마케팅관리연구, 제12권, 제1호, 2007, pp.35-53.
62 한상권, 주지혁, "이동전화고객의 충성도 결정요인 분석: 통신사업자에 대한 고객의 만족도와 충성도를 중심으로," 한국광고홍보학회 춘계학술대회논문집, 2008. pp.231-253.