Open AccessThe differential impacts of customer commitment dimensions on loyalty in the banking sector in Jordan: Moderating the effect of e-service quality
Author(s) -
Ahmad Khraiwish,
Jassim Ahmad Al-Gasawneh,
Jamal M. M. Joudeh,
Nawras M. Nusairat,
Yaser F. Alabdi
Publication year - 2022
Publication title -
international journal of data and network science
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.296
H-Index - 7
eISSN - 2561-8156
pISSN - 2561-8148
DOI - 10.5267/j.ijdns.2022.1.006
Subject(s) - loyalty business model , loyalty , business , organizational commitment , service quality , marketing , normative , customer retention , retail banking , quality (philosophy) , service (business) , psychology , social psychology , political science , philosophy , epistemology , law
The current research scrutinizes the relationship between the three model commitment components (affective, normative, and calculative commitment) and their various influences on customer loyalty. This is particularly in the banking sector setting in Jordan. A self-reported questionnaire was distributed to collect primary data for analysis. 333 completed questionnaires were analyzed via using PLS software to extract the effect of e-service quality on the relationship between customer commitment and loyalty. The results of this study demonstrate that the affective type of commitment has a positive impact on customer loyalty followed by normative commitment and lately by calculative commitment. Moreover, the results show that the influence of the dimensions of customer’s commitment on loyalty is moderated by e-service quality. This study indicates that affective commitment elements (self-identification, sense of belonging and emotional attitudinal components) are essential for customers when they deal with their bank. On the other hand, the cost associated with leaving has shown to have the weakest impact on customer loyalty. Companies must know that customers may switch even though the cost associated with leaving is high.