COMMITMENT AND LOYALTY IN BANKING SERVICES: TWO CONSTRUCTS OR TWO DIMENSIONS OF THE SAME CONSTRUCT?
Keywords:
Lealdade, Comprometimento, Relacionamento com consumidorAbstract
There are a lot of papers in business-to-consumer relationship literature that applies Loyalty and Commitment as independent constructs, and in others they are used as the same construct. Comparing their conceptual definitions, there is no convergence about the discrimination between them. Therefore, this paper discusses and verifies with empirical data the relation between Loyalty and Commitment in a contractual service relationship context. As a result, Commitment could be considered as a dimension of Loyalty (as an attitudinal loyalty).Downloads
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Published
2008-04-25
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How to Cite
COMMITMENT AND LOYALTY IN BANKING SERVICES: TWO CONSTRUCTS OR TWO DIMENSIONS OF THE SAME CONSTRUCT?. (2008). INMR - Innovation & Management Review, 4(3), 55-71. https://revistas.usp.br/rai/article/view/79091