The moderating effect of normative commitment on the service quality-customer retention relationship
Abstract
Purpose – Limited attention has been given to the effects of normative commitment (NC) in a marketing relationship. This paper investigates the effects of service quality and normative commitment on customer retention in a consumer-retailer relationship. Design/methodology/approach – Two distinct studies; a longitudinal experiment and a SEM model were conducted to tease out the normative commitment-service quality interaction on customer...
Paper Details
Title
The moderating effect of normative commitment on the service quality-customer retention relationship
Published Date
Apr 8, 2014
Volume
48
Issue
3/4
Pages
657 - 673
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