Pregledni rad
THE EFFECT OF EMPLOYEE’S COMMITMENTS ON CUSTOMER’S LOYALTY BASED ON TRANSACTION COST
Ching-Yuan Huang
; SHU-TE University, Marketing Management, Taiwan
Lichun Chiang
; National Cheng Kung University, Political Science, Taiwan
Sažetak
Few researchers, such as Hansen, Sandvick and Selnes (2003) and Jones, Taylor and Bansal (2008), have
mentioned about the effect of employee’s commitments and individual commitment on consumer’s
loyalty for products. This study aims to integrate the organizational commitment provided by Hansen,
Sandvik and Selnes (2003) with the affective commitment and the calculative commitment presented by
Jones et al. (2008) to explore the three types of commitments which affect customer’s loyalty to the
providers. Individual commitment, employee commitment, affective commitment and calculative
commitment are selected as research variables. The research attempts to understand the factors and
the effects of different commitments on consumer’s loyalty and consumer’s willing to continue
consumptions under the agent’s services from the different insurance companies. The 300 consumers
serviced by insurance agents are selected as research samples. The research method is applied
questionnaires analyzed by multiple Hierarchical Regression analysis. The research results show that
employee’s commitments and individual commitments positively influence the calculative commitment
and the affective commitment which affect consumer’s loyalty. Transaction cost does not have positive
effect on consumer’s loyalty.
Ključne riječi
Affective commitment; Calculative commitment; Employee commitment; Personal commitment; Transaction costs
Hrčak ID:
128538
URI
Datum izdavanja:
1.3.2014.
Posjeta: 722 *