Investigation of the relationship between service values and loyalty behaviors under high commitment

• DOI: 10.1007/s11628-012-0148-8
• Publication Date: 2012-06-18T13:21:26Z
• Authors: Won-Moo Hur; Hyun Kyung Kim; Hanna Kim
• Keywords: 0502 economics and business; 05 social sciences

The aim of this study is to investigate to relationship between service values, commitment, and customer loyalty. Based on self-administrated survey from 440 mobile service users in South Korea, the proposed model was estimated by a hierarchical regression. First, the price and the quality values have a positive effect on repurchase intention under high calculative commitment. Second, price value also has a positive effect on positive word of mouth under high calculative commitment. Finally, and social value has a positive effect on positive word of mouth under high affective commitment. We discuss the implications of these findings for commitment management strategies on the relationship between service values and customer-loyalty link. Limitations and recommendations for future research are also presented.