Continuance commitment and consumer's bond with the organization/El compromiso de continuidad y el vinculo del consumidor con la organizacion/O compromisso de continuidade e o vinculo do consumidor com a organizacao

• Published in: Cuadernos de administración 2016-07, Vol.29 (53), p.181
• Main Author: Arango, Ana Maria Arboleda
• Format: Article
• Language: Spanish
• ISSN: 0120-3592
• DOI: 10.11144/Javeriana.cao29-53.ccvc

This article evaluates the extent to which a consumer's continuance commitment to an organization moderates the relationship between his affective commitment and behavioral intention. The continuance commitment is operationalized in two ways: the possibility a consumer has to choose a healthcare organization and the cost of switching from an education institution by having a scholarship. Results show that the affective commitment increases behavioral intentions towards the organization. This relationship decreases when the continuance commitment relates with the cost and the possibility of choosing the service provider. Future studies could replicate this methodology for cases dealing with brands or massive consumption products and, on another side, could confirm the emotional experience of those consumers who receive additional benefits.