Delight and Commitment—Revisiting the Satisfaction-Loyalty Link. Issue 4 (2nd October 2021)

• Record Type: Journal Article
• Authors: Petzer, Daniël Johannes; Roberts-Lombard, Mornay
• Is Part Of: Journal of relationship marketing. Volume 20:Issue 4(2021)
• Page Start: 282
• Page End: 318
• Publication Date: 2021-10-02
• Subjects: Satisfaction -- calculative commitment -- customer delight -- loyalty -- expertise -- information sharing; Relationship marketing -- Periodicals; Marketing -- Management -- Periodicals; Customer services -- Quality control -- Periodicals; 658.812
• DOI: 10.1080/15332667.2020.1855068
• Languages: English
• ISSNs: 1533-2667

Abstract

Abstract: The study investigates the role of customer delight and calculative commitment in mediating the satisfaction-loyalty link. It also investigates the role of perceived employee skills in strengthening the link between satisfaction, calculative commitment, and customer delight. Data were collected from retail banking customers who consider themselves overall satisfied with their bank. The study establishes the importance of generating customer delight and fostering affective commitment to strengthen the satisfaction-loyalty link and signposts the influence of the perceived skills (information sharing and expertise) of bank employees on the relationships between satisfaction, affective commitment, and customer delight in retail banking.