The Asymmetric Association of Customer Commitment and Behavioral Intentions in Business-to-Business Markets

Marketing scholars have hypothesized and found a linear and symmetric association between different dimensions of customer commitment and behavioral intentions. We utilize a four dimensional conceptualization of commitment to hypothesize an asymmetric association among the different dimensions of commitment and repurchase intentions. We test for this asymmetric association using a large-scale dataset (N=8,589) in the Business to Business (B-to-B) segment. Results show an asymmetric association of affective, forced, habitual commitment with repurchase intentions, while economic commitment displays a symmetric association with repurchase intentions