Pengujian Komitmen Multidimensional Allen dan Meyer dalam Konteks Pemasaran Jasa
Studi Empiris pada Perusahaan Jasa Kategori People Processing
DOI:
https://doi.org/10.21632/Keywords:
kepuasan pelanggan, loyalitas pelanggan, komitmen multidimensionalAbstract
The purpose of this study is to investigate the extent to which customer satisfaction influence multidimensional commitment, repurchase intention, and advocacy intention. This research also invetigates the impact of multidimensional commitment on repurchase intention and advocacy intention. The model was examined in the context of a service relationship—people processing. This study conducted at Bandung using survey to 200 respondents. Structural equation modelling (SEM) is used to examine the effect of customer satisfaction on multidimensional commitment, repurchase intention, and advocacy intention, and also examine the effect of multidimensional commitment on repurchase intention and advocacy intention. This research found that customer commitment (affective and normative) serves as a partial mediator of the customer satisfaction-future intention relationship. This research also found that normative commitment was strongly and positively related to repurchase intention. Affective commitment was positively related to repurchase intention and advocacy intention. In addition, this research found that customer satisfaction was strongly and positively related to multidimensional commitment. Customer satisfaction was strongly and positively related to repurhase intention and advocacy intention. These findings have important implication that service providers have to focus attention on both the evaluative force (customer satisfaction) and the relational forces (customer commitment) that derive crucial customer behaviors.
References
Allen, N. J., & Meyer, J. P. (1990). The measurement and antecedents of affective, continuance, and normative commitment to the organization. Journal of Occupational Psychology, 63, 1–18.
Bansal, H. S., Irving, P. G., & Taylor, S. F. (2004). A three-component model of customer commitment to service providers. Journal of the Academy of Marketing Science, 32(3), 234–250.
Bendapudi, N., & Berry, L. (1997). Customers’ motivations for maintaining relationships with service providers. Journal of Retailing, 73(1), 15–37.
Clugston, M. (2000). The mediating effects of multidimensional commitment on job satisfaction and intent to leave. Journal of Organizational Behavior, 21, 477–486.
Day, G. S. (1969). A two-dimensional concept of brand loyalty. Journal of Advertising Research, 9(3), 29–35.
Delgado-Ballester, E., & Munuera-Alemán, J. L. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing, 35(11/12), 1238–1258.
Dharmmesta, B. S. (1999). Loyalitas pelanggan: Sebuah kajian konseptual sebagai panduan bagi peneliti. Jurnal Ekonomi dan Bisnis Indonesia, 14(3), 73–88.
Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99–113.
Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing buyer-seller relationships. Journal of Marketing, 51(April), 11–27.
Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(March), 343–373.
Fullerton, G. (2003). When does commitment lead to loyalty? Journal of Service Research, 5(4), 333–344.
Fullerton, G. (2005a). The impact of brand commitment on loyalty to retail service brands. Canadian Journal of Administrative Sciences, 22(2), 97–110.
Fullerton, G. (2005b). How commitment both enables and undermines marketing relationships. European Journal of Marketing, 39(11/12), 1372–1391.
Garbarino, E., & Johnson, M. (1999). The different roles of satisfaction, trust, commitment in customer relationships. Journal of Marketing, 63(April), 70–87.
Gruen, T. W., Summers, J. O., & Acito, F. (2000). Relationship marketing activities, commitment, and membership behaviors in professional associations. Journal of Marketing, 64(3), 34–49.
Gustafsson, A., Johnson, M. D., & Roos, I. (2005). The effects of customer satisfaction, relationship commitment dimensions, and triggers on customer retention. Journal of Marketing, 69(October), 210–218.
Hair, J. R., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis (5th ed.). Upper Saddle River, NJ: Prentice-Hall, Inc.
Harrison-Walker, L. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4(1), 61–75.
Homburg, C., & Giering, A. (2001). Personal characteristics as moderators of the relationship between customer satisfaction and loyalty: An empirical analysis. Psychology & Marketing, 18(1), 43–66.
Izquierdo, C. C., Cillán, J. G., & Gutiérrez, S. S. M. (2005). The impact of customer relationship marketing on firm performance: A Spanish case. The Journal of Service Marketing, 19(4), 234–244.
Jacoby, J., & Kyner, D. B. (1973). Brand loyalty vs. repeat purchasing behavior. Journal of Marketing Research, 10(February), 1–9.
Kandampully, J., & Suhartanto, D. (2000). Customer loyalty in the hotel industry: The role of customer satisfaction and image. International Journal of Contemporary Hospitality Management, 12(6), 346–351.
Kelley, S. C., Donnelly, Jr., J. H., & Skinner, S. J. (1990). Customer participation in service production and delivery. Journal of Retailing, 66(3), 315–335.
Kotler, P. (2003). Marketing management (11th ed.). Upper Saddle River, NJ: Prentice Hall, Inc.
Lau, G. T., & Lee, S. H. (1999). Consumers’ trust in a brand and the link to brand loyalty. Journal of Market Focused Management, 4, 341–370.
Liljander, V., & Roos, I. (2002). Customer relationship levels—from spurious to true relationship. The Journal of Services Marketing, 16(7), 593–614.
Lovelock, C. H. (1983). Classifying services to gain strategic marketing insights. Journal of Marketing, 47(Summer), 9–20.
Lovelock, C. H. (2001). Service marketing: People, technology, and strategy (4th ed.). Upper Saddle River, NJ: Prentice Hall, Inc.
Meyer, J. P., & Allen, N. J. (1991). A three-component conceptualization of organizational commitment. Human Resource Management Review, 1(1), 61–89.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(July), 20–38.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
Sekaran, U. (2000). Research methods for business (2nd ed.). New York: John Wiley & Sons.
Wetzels, M., Ruyter, K., & Birgelen, M. (1998). Marketing service relationships: The role of commitment. Journal of Business & Industrial Marketing, 13(4/5), 406–423.
Wiener, Y. (1982). Commitment in organizations: A normative view. Academy of Management Review, 7(3), 418–428.
Yi, Y., & La, S. (2004). What influences the relationship between customer satisfaction and repurchase intention? Investigating the effects of adjusted expectations and customer loyalty. Psychology & Marketing, 21(5), 351–373.
Downloads
Submitted
Published
How to Cite
Issue
Section
License
Copyright (c) 2009 Rully Arlan Tjahyadi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Journal Author(s) Rights
For IRJBS to publish and disseminate research articles, we need publishing rights (transferred from the author(s) to the publisher). This is determined by a publishing agreement between the Author(s) and IRJBS. This agreement deals with the transfer or license of the copyright of publishing to IRJBS, while Authors still retain significant rights to use and share their own published articles. IRJBS supports the need for authors to share, disseminate and maximize the impact of their research and these rights, in any databases.
As a journal Author, you have rights to many uses of your article, including use by your employing institute or company. These Author rights can be exercised without the need to obtain specific permission. Authors publishing in IRJBS journals have comprehensive rights to use their works for teaching and scholarly purposes without needing to seek permission, including:
- use for classroom teaching by Author or Author's institution and presentation at a meeting or conference and distributing copies to attendees;
- use for internal training by the author's company;
- distribution to colleagues for their research use;
- use in a subsequent compilation of the author's works;
- inclusion in a thesis or dissertation;
- reuse of portions or extracts from the article in other works (with full acknowledgment of the final article);
- preparation of derivative works (other than commercial purposes) (with full acknowledgment of the final article);
- voluntary posting on open websites operated by the author or the author’s institution for scholarly purposes,
(But it should follow the open access license of Creative Common CC-by-SA License).
Authors/Readers/Third Parties can copy and redistribute the material in any medium or format, as well as remix, transform, and build upon the material for any purpose, even commercially. Still, they must give appropriate credit (the name of the creator and attribution parties (authors' detail information), a copyright notice, an open access license notice, a disclaimer notice, and a link to the material), provide a link to the license, and indicate if changes were made (Publisher indicates the modification of the material (if any) and retain an indication of previous modifications.
Authors/Readers/Third Parties can read, print and download, redistribute or republish the article (e.g. display in a repository), translate the article, download for text and data mining purposes, reuse portions or extracts from the article in other works, sell or re-use for commercial purposes, remix, transform, or build upon the material, they must distribute their contributions under the same license as the original Creative Commons Attribution-ShareAlike (CC BY-SA).
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
