Investigating the antecedents and outcome of commitment in a business-to-consumer service environment

Orientation: Over the past two decades, a new school of thought has emerged that requires investigation into multidimensional nature commitment on loyalty.Research purpose: The study explores extent to which affective and calculative retail banking customers is influenced by selected antecedents, one hand, its influence loyalty other.Motivation for study: Greater knowledge factors bank becomes important enhance their in competitive industry South Africa.Research design, approach method: collection data was secured from 400 through self-administered questionnaires analysed using descriptive statistics standard multiple regression.Main findings: Perceived value, customer orientation, expertise have significant positive commitment. Furthermore, commitment, while both loyalty.Practical/managerial implications: guides African banks developing an improved understanding importance (affective calculative) as precursor emerging market context. Moreover, it emphasises stimuli future strengthening commitment-loyalty link.Contribution/value-add: Through application relationship marketing social exchange theoretical framework, are investigated uncover link.