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Relationship quality and consumer loyalty in high-tech services: The dual role of continuance commitment

Apostolos N. Giovanis

Abstract: The purposes of this paper is first to empirically measure the direct effects of relationship quality (RQ) components on customer loyalty, and second to examine the moderating effects of continuance commitment on these relationships in the context of high-tech consumer services. This paper extends the relationship commitment paradigm by testing a contingency model to assess the impact of satisfaction, trust, and affective commitment on customer loyalty, under different levels of continuance commitment. Data was collected from a survey of 460 customers of mobile telecommunication service providers and analyzed using partial least squares methodology. Findings clearly indicate that the impact of all RQ components on customer loyalty is statistically significant but also varies according to the level of continuance commitment. Relevant theoretical and managerial implications are presented at the end of the paper. 

Additional Info

  • Author(s) Name: Apostolos N. Giovanis[1]
  • Author(s) Affiliation: [1]Department of Business Administration, Technological Educational Institute of Athens, Egaleo, Athens, Greece
  • Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.
  • Keywords: Satisfaction, Trust, Commitment, Loyalty, Relationship marketing, High-tech services
  • Article Type: Research
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