Journal of the Academy of Marketing Science

, 32:234

A three-component model of customer commitment to service providers


  • Harvir S. Bansal
    • Wilfrid Laurier University
  • P. Gregory Irving
    • Wilfrid Laurier University
  • Shirley F. Taylor
    • Queen’s University

DOI: 10.1177/0092070304263332

Cite this article as:
Bansal, H.S., Irving, P.G. & Taylor, S.F. JAMS (2004) 32: 234. doi:10.1177/0092070304263332


Although research into the determinants of service provider switching has grown in recent years, the focus has been predominantly on transactional, not relational, variables. In this research, the authors address the role of consumer commitment on consumers’ intentions to switch. Drawing from the organizational behavior literature, they build on previous service switching research by developing a switching model that includes a three-component conceptualization of customer commitment. Structural equation modeling is used to test the model based on data from a survey of 356 auto repair service customers. The authors’ results support the notion that customer commitment affects intentions to switch service providers and that the psychological states underlying that commitment may differ. As such, future marketing research should consider these different forms of commitment in understanding customer retention. The implications of this model for theory and practice are discussed.


customer switchingservices marketingconsumer commitmentrelationship marketing

Copyright information

© Academy of Marketing Science 2004