A conceptual framework of relationship commitment: e‐travel agencies

Abstract

Purpose The paper aims to develop a theory‐based model of relationship commitment in an online travel domain. The model seeks to explain in detail the antecedents and outcomes of commitment. Design/methodology/approach An extensive review of relationship marketing and commitment literature helps to develop a model of commitment. Findings A model is developed based on existing literature. Quality of alternatives, investment size, satisfaction and trust are antecedents of both calculative and affective commitment. Two dimensions of commitment have different impact on word‐of‐mouth communications. Practical implications Given the intense competition among online travel agents, the proposed model can be used by e‐vendors to develop and maintain long‐term relationships with customers. Originality/value Commitment has been studied as a unidimensional construct in existing marketing relationship literature. Few research studies relating to this topic have been conducted in online travel context. This paper incorporates two dimensions of commitment in a business‐to‐customer travel setting.

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