University of Twente Student Theses
The relative importance of commitment dimensions in securing customer loyalty in the Dutch pig feed industry.
Wiggers, Martijn (2020) The relative importance of commitment dimensions in securing customer loyalty in the Dutch pig feed industry.
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| Abstract: | The ultimate aim of this research is to answer the following research question: What is the relative importance of affective commitment and calculative commitment in securing customer loyalty in the Dutch pig feed market? The Dutch pig feed market is characterized by the buyer's major reliance on the quality of the supplier's product and knowledge. Dutch feed suppliers face the problem that a relative high percentage of buyers defect to competitors each year. Commitment has been widely acknowledged by prior literature to be a vital antecedent of customer loyalty. Commitment can be distinguished into two dimensions: affective commitment and calculative commitment. Prior studies suggested that affective commitment, rather than calculative commitment, influences customer loyalty to a much greater extent. The results of this study show that affective commitment has a stronger impact on attitudinal loyalty than calculative commitment. Calculative commitment was found to have a numerically stronger impact on behavioral loyalty. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/84628 |
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