El compromiso de continuidad y el vínculo del consumidor con la organización
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nov 4, 2016
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Resumen
Este artículo evalúa en qué medida el compromiso de continuidad del
consumidor hacia una organización modera la relación entre su compromiso
afectivo e intención conductual. Se operacionaliza el constructo
compromiso de continuidad de dos formas: la posibilidad de un
consumidor para elegir el prestador de servicios de salud y el costo de
cambiarse de institución educativa al tener una beca. Los resultados
muestran que el compromiso afectivo incrementa la intención conductual
hacia la organización. Esta relación decrece cuando la continuidad se
refiere al costo y cuando se refiere a la posibilidad de elegir el proveedor
del servicio. Futuros estudios podrían replicar esta metodología para el
caso de marcas o productos de consumo masivo, y de otro lado, podrían
confirmar la experiencia emocional de los consumidores que reciben
beneficios adicionales.
Keywords
comportamiento del consumidor, compromiso afectivo, compromiso de continuidad.
References
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Baron, R. M., and Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51 (6), 1173-1182.
Bettman, J. R., Luce, M. F., and Payne, J. W. (1998). Constructive consumer choice processes. Journal of Consumer Research, 25 (3), 187-217.
Bowlby, J. (1977). The making and breaking of affectional bonds. The British Journal of Psychiatry 130, 421-431.
Chernev, A. (2011). When more is less and less is more: The psychology of managing product assortments. Marketing Intelligence Review, 3 (1), 8-15.
Chernev, A., Mick, D. G., and Johnson, M. D. (2003). When more is less and less is more: The role of ideal point availability and assortment in consumer choice. Journal of Consumer Research, 30 (2), 170-183.
Ebert, J. E. J., and Prelec, D. (2007). The fragility of time: Time-insensitivity and valuation of the near and far future. Management Science, 53 (9), 1423-1438.
Evanschitzky, H., Brock, C., and Blut, M. (2011). Will you tolerate this? The impact of affective commitment on complaint intention and postrecovery behavior. Journal of Service Research, 14 (4), 410-425.
Fandos, J. C., Sánchez, J., Moliner, M. Á., y Estrada, M. (2011). La lealtad del consumidor en el sector financiero. Innovar. Revista de Ciencias Administrativas y Sociales, 21 (39), 39-52.
Frutos, B. d., Ruiz, M. A., y San Martín, R. (1998). Análisis factorial confirmatorio de las dimensiones del compromiso con la organización. Psicológica, 19, 345-366.
Fullerton, G. (2003). When does commitment lead to loyalty? Journal of Service Research, 5 (4), 333-344.
Fullerton, G. (2005). The impact of brand commitment on loyalty to retail service brands. Canadian Journal of Administrative Sciences, 22 (2), 97-110.
Gaskin J. Stats Tools Package: Group Differences. Gaskination’s StatWiki (2012). Accessed from http://statwiki.kolobkreations.com/index.php?title=Main_Page
Gautam, V., and Kumar, M. (2011). An empirical investigation of factors determining the consumers’ choice of mobile service providers. Journal of Business Research, 3 (4), 3-17.
Gliem, J., and Gliem, R. (2003). Calculating, interpreting, and reporting Cronbach’s alpha reliability coefficient for Likert-type scales. Paper presented at the Midwest Research to Practice Conference in Adult, Continuing, and Community Education. Accessed from http://www.
alumni-osu.org/midwest/proceeding.html
Gustafsson, A., Johnson, M. D., and Roos, I. (2005). The effects of customer satisfaction, relationship commitment dimensions, and triggers on customer retention. Journal of Marketing, 69 (4), 210-218.
Hooper, D., Coughlan, J., and Mullen, M. (2008). Structural equation modelling : guidelines for determining model fit. Dublin Institute of Technology ARROW @ DIT, 6 (1), 53-60.
Huang, L.-T., Cheng, T.-C., and Farn, C.-K. (2007). The mediating effect of commitment on customer loyalty towards e-brokerages: An enhanced investment model. Total Quality Management & Business Excellence, 18 (7), 751-770.
Hur, W.-M., Park, J., and Kim, M. (2010). The role of commitment on the customer benefits-loyalty relationship in mobile service industry. Service Industries Journal, 30 (14), 2293-2309.
Jones, T., Fox, G. L., Taylor, S. F., and Fabrigar, L. R. (2010). Service customer commitment and response. Journal of Services Marketing, 24 (1), 16-28.
Maxham, J. G., and Netemeyer, R. G. (2002). Modeling customer perceptions of complaint handling over time: the effects of perceived justice on satisfaction and intent. Journal of Retailing, 78 (4), 239-252.
Meyer, J. P., Stanley, D. J., Herscovitch, L., and Topolnytsky, L. (2002). Affective, continuance, and normative commitment to the organization: A meta-analysis of antecedents, correlates, and consequences. Journal of Vocational Behavior, 61 (1), 20-52.
Morgan, R. M., and Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. The Journal of Marketing, 58 (3), 20-38.
Omar, N. A., Alam, S. S., Aziz, N. A., and Nazri, M. A. (2011). Retail Loyalty Programs in Malasia: the relationship of equity, value, satisfaction, trust, and loyalty among cardholders. Journal of Business Economics & Management, 12 (2), 332-352.
Omar, N. A., Wel, C. A. C., Musa, R., and Nazri, M. A. (2010). Program benefits, satisfaction and loyalty in retail loyalty program: Exploring the roles of program trust and program commitment. IUP Journal of Marketing Management, 9 (4), 6-28.
Palmatier, R. W., Jarvis, C. B., Bechkoff, J. R., and Kardes, F. R. (2009). The role of customer gratitude in relationship marketing. Journal of Marketing, 73 (Sept.), 1-18.
Polo, Y., and Sesé, F. J. (2009). How to make switching costly: The role of marketing and relationship characteristics. Journal of Service Research, 12 (2), 119-137.
Preacher, K. J., Rucker, D. D., and Hayes, A. F. (2007). Addressing moderated mediation hypotheses: Theory, methods, and prescriptions. Multivariate Behavioral Research, 42, 185-227.
Sundie, J. M., Gelb, B. D., and Bush, D. (2008). Economic reality versus consumer perceptions of monopoly. Journal of Public Policy & Marketing, 27 (2), 178-181.
Vázquez-Casielles, R., Suárez-Alvarez, L., Díaz-Martín, A. M., y Del Río-Lanza, A. B. (2007). Justicia percibida y satisfacción del cliente con la solución del problema como determinantes de la lealtad en contextos de fallo de servicio. Documento presentado en el XX Congreso anual
de AEDEM. Recuperado de http://dialnet.unirioja.es/servlet/articulo?codigo=2486883
Wetzels, M., de Ruyter, K., and van Birgelen, M. (1998). Marketing service relationships: the role of commitment. The Journal of Business & Industrial Marketing, 13 (4/5), 406.
Zhang, J., and Breugelmans, E. (2012). The impact of an item-based loyalty program on consumer purchase behavior. Journal of Marketing Research, 49 (1), 50-65.
Zhao, Y., Zhao, Y., and Helsen, K. (2011). Consumer learning in a turbulent market environment: Modeling consumer choice dynamics after a product-harm crisis. Journal of Marketing Research 48 (2), 255-267.
Baron, R. M., and Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51 (6), 1173-1182.
Bettman, J. R., Luce, M. F., and Payne, J. W. (1998). Constructive consumer choice processes. Journal of Consumer Research, 25 (3), 187-217.
Bowlby, J. (1977). The making and breaking of affectional bonds. The British Journal of Psychiatry 130, 421-431.
Chernev, A. (2011). When more is less and less is more: The psychology of managing product assortments. Marketing Intelligence Review, 3 (1), 8-15.
Chernev, A., Mick, D. G., and Johnson, M. D. (2003). When more is less and less is more: The role of ideal point availability and assortment in consumer choice. Journal of Consumer Research, 30 (2), 170-183.
Ebert, J. E. J., and Prelec, D. (2007). The fragility of time: Time-insensitivity and valuation of the near and far future. Management Science, 53 (9), 1423-1438.
Evanschitzky, H., Brock, C., and Blut, M. (2011). Will you tolerate this? The impact of affective commitment on complaint intention and postrecovery behavior. Journal of Service Research, 14 (4), 410-425.
Fandos, J. C., Sánchez, J., Moliner, M. Á., y Estrada, M. (2011). La lealtad del consumidor en el sector financiero. Innovar. Revista de Ciencias Administrativas y Sociales, 21 (39), 39-52.
Frutos, B. d., Ruiz, M. A., y San Martín, R. (1998). Análisis factorial confirmatorio de las dimensiones del compromiso con la organización. Psicológica, 19, 345-366.
Fullerton, G. (2003). When does commitment lead to loyalty? Journal of Service Research, 5 (4), 333-344.
Fullerton, G. (2005). The impact of brand commitment on loyalty to retail service brands. Canadian Journal of Administrative Sciences, 22 (2), 97-110.
Gaskin J. Stats Tools Package: Group Differences. Gaskination’s StatWiki (2012). Accessed from http://statwiki.kolobkreations.com/index.php?title=Main_Page
Gautam, V., and Kumar, M. (2011). An empirical investigation of factors determining the consumers’ choice of mobile service providers. Journal of Business Research, 3 (4), 3-17.
Gliem, J., and Gliem, R. (2003). Calculating, interpreting, and reporting Cronbach’s alpha reliability coefficient for Likert-type scales. Paper presented at the Midwest Research to Practice Conference in Adult, Continuing, and Community Education. Accessed from http://www.
alumni-osu.org/midwest/proceeding.html
Gustafsson, A., Johnson, M. D., and Roos, I. (2005). The effects of customer satisfaction, relationship commitment dimensions, and triggers on customer retention. Journal of Marketing, 69 (4), 210-218.
Hooper, D., Coughlan, J., and Mullen, M. (2008). Structural equation modelling : guidelines for determining model fit. Dublin Institute of Technology ARROW @ DIT, 6 (1), 53-60.
Huang, L.-T., Cheng, T.-C., and Farn, C.-K. (2007). The mediating effect of commitment on customer loyalty towards e-brokerages: An enhanced investment model. Total Quality Management & Business Excellence, 18 (7), 751-770.
Hur, W.-M., Park, J., and Kim, M. (2010). The role of commitment on the customer benefits-loyalty relationship in mobile service industry. Service Industries Journal, 30 (14), 2293-2309.
Jones, T., Fox, G. L., Taylor, S. F., and Fabrigar, L. R. (2010). Service customer commitment and response. Journal of Services Marketing, 24 (1), 16-28.
Maxham, J. G., and Netemeyer, R. G. (2002). Modeling customer perceptions of complaint handling over time: the effects of perceived justice on satisfaction and intent. Journal of Retailing, 78 (4), 239-252.
Meyer, J. P., Stanley, D. J., Herscovitch, L., and Topolnytsky, L. (2002). Affective, continuance, and normative commitment to the organization: A meta-analysis of antecedents, correlates, and consequences. Journal of Vocational Behavior, 61 (1), 20-52.
Morgan, R. M., and Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. The Journal of Marketing, 58 (3), 20-38.
Omar, N. A., Alam, S. S., Aziz, N. A., and Nazri, M. A. (2011). Retail Loyalty Programs in Malasia: the relationship of equity, value, satisfaction, trust, and loyalty among cardholders. Journal of Business Economics & Management, 12 (2), 332-352.
Omar, N. A., Wel, C. A. C., Musa, R., and Nazri, M. A. (2010). Program benefits, satisfaction and loyalty in retail loyalty program: Exploring the roles of program trust and program commitment. IUP Journal of Marketing Management, 9 (4), 6-28.
Palmatier, R. W., Jarvis, C. B., Bechkoff, J. R., and Kardes, F. R. (2009). The role of customer gratitude in relationship marketing. Journal of Marketing, 73 (Sept.), 1-18.
Polo, Y., and Sesé, F. J. (2009). How to make switching costly: The role of marketing and relationship characteristics. Journal of Service Research, 12 (2), 119-137.
Preacher, K. J., Rucker, D. D., and Hayes, A. F. (2007). Addressing moderated mediation hypotheses: Theory, methods, and prescriptions. Multivariate Behavioral Research, 42, 185-227.
Sundie, J. M., Gelb, B. D., and Bush, D. (2008). Economic reality versus consumer perceptions of monopoly. Journal of Public Policy & Marketing, 27 (2), 178-181.
Vázquez-Casielles, R., Suárez-Alvarez, L., Díaz-Martín, A. M., y Del Río-Lanza, A. B. (2007). Justicia percibida y satisfacción del cliente con la solución del problema como determinantes de la lealtad en contextos de fallo de servicio. Documento presentado en el XX Congreso anual
de AEDEM. Recuperado de http://dialnet.unirioja.es/servlet/articulo?codigo=2486883
Wetzels, M., de Ruyter, K., and van Birgelen, M. (1998). Marketing service relationships: the role of commitment. The Journal of Business & Industrial Marketing, 13 (4/5), 406.
Zhang, J., and Breugelmans, E. (2012). The impact of an item-based loyalty program on consumer purchase behavior. Journal of Marketing Research, 49 (1), 50-65.
Zhao, Y., Zhao, Y., and Helsen, K. (2011). Consumer learning in a turbulent market environment: Modeling consumer choice dynamics after a product-harm crisis. Journal of Marketing Research 48 (2), 255-267.
Cómo citar
Arboleda Arango, A. M. (2016). El compromiso de continuidad y el vínculo del consumidor con la organización. Cuadernos De Administración, 29(53), 181–201. https://doi.org/10.11144/Javeriana.cao29-53.ccvc
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