For several years, marketing researchers have agreed that commitment and loyalty to a service company are most important components for the companyʼs long-term success. Identification of central factors of customer loyalty and commitment is crucial when looking for ways in which companies can differentiate themselves from the competition and build stable and trustworthy relationships with their customers. The purpose of the study is to examine links between chosen factors (satisfaction, image, trust and switching costs) and commitment and loyalty on the sample of customers of Slovenian mobile operators. Commitment was conceptualized as a three-dimensional variable, containing affective, normative and calculative commitment; loyalty was defined as a two-dimensional concept (behavioral and attitudinal loyalty). We also alternatively measured loyalty as a one-dimensional construct. The findings indicate that chosen factors generally have the biggest influence on affective commitment while they best predict loyalty when it is operationalized as a one-dimensional construct. This study - executed on a sample of customers of Slovenian mobile operators - confirms some relationships which are important for integrated understanding of commitment and loyalty in the service context.
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