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Forging relationships to coproduce: A Consumer Commitment Model in an extended service encounter

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  • Guo, Lin
  • Chen, Cuiping
  • Xu, Huimin

Abstract

Consumer commitment is essential to ensure the service success in extended and complex services, wherein the service drop-out rates are often appalling. To build a more robust consumer commitment theory and provide solutions for the critical issue of high service drop-out rates in complex and extended services, this study develops a model of consumer commitment and tests it using survey data from consumer clients in a national debt management program in the U.S. The results reveal that calculative commitment only leads to consumers’ intention to remain, whereas affective commitment leads to a broader range of coproduction behaviors (i.e., individual initiative and civic virtue). Moreover, besides consumers’ relationship investment, perceived organizational support enhances both types of consumer commitment. It also increases consumer compliance. This study contributes to the consumer commitment theory by examining additional drivers and behavioral outcomes of commitment and by revealing the differential effects of different types of commitment on behavioral outcomes.

Suggested Citation

  • Guo, Lin & Chen, Cuiping & Xu, Huimin, 2016. "Forging relationships to coproduce: A Consumer Commitment Model in an extended service encounter," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 380-388.
    • Handle: RePEc:eee:joreco:v:31:y:2016:i:c:p:380-388
    DOI: 10.1016/j.jretconser.2016.05.004
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    References listed on IDEAS

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    Cited by:

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