Abstract
This study tested a causal model of commitment’s formation. Patrons (n=425) completed self-administered surveys at three service locations and supplied responses to seven established scales. The data fit a cognition→affect→intent network of antecedents to commitment. Follow-up tests noted perceived risk moderated how patrons become committed and commended adopting distinct retention strategies.
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Pritchard, M.P., Moody, R. (2015). Commitment’s Formation in Risk Averse and Risk Tolerant Service Patrons. In: Sharma, D., Borna, S. (eds) Proceedings of the 2007 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11806-2_88
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DOI: https://doi.org/10.1007/978-3-319-11806-2_88
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