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Relationship Commitment, Relational Equity and Company Image in Customer Loyalty Development

Year: 2012

Type: article

Abstract: his paper explores the relationship between customer loyalty and its seldom researched antecedents: relationship commitment,relational equity and company image. The proposed conceptual model is tested with data gained from customers of mobile telephone operators. The results show that relationship commitment and relational equity have a statistically significant positive influence on customer loyalty. In addition, the results of hierarchical multiple regression analysis reveal that the number of different mobile operators a person uses is not related to customer loyalty when relationship commitment, relational equity and company image are included in the model. Drawing on the results, the paper offers implications for managing customer loyalty.

Source: Economic Research-Ekonomska Istraživanja

DOI: 10.1080/1331677x.2012.11517520

Authors: Jasmina Dlačić, Vesna žabkar

Institutions: University of Rijeka, University of Ljubljana

Language: English

Topic: Customer Service Quality and Loyalty

Subfield: Organizational Behavior and Human Resource Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: bronze

OpenAlex ID: W36374971

FWCI:

Cites: 55

Cited by: 9

Related to: 10