COMMITMENT AS A MEDIATOR OF THE RELATIONSHIP BETWEEN TRUST AND RELATIONSHIP LOYALTY TO RETAILER

Abstract

The objective of this research is to detect the influence of trust on the consumer’s affective, continuance and normative commitment as well as their effect on the consumer’s responses to dissatisfaction and counter persuasion. A study with 295 consumers was realized. A structural equation model was used to measure causality between latent variables. Factor analysis was used to assess the structure of employed measurement scales. The result showed that trust has a positive effect on the consumer’s affective, continuance and normative commitment. However, sole affective commitment has a significant impact on consumer’s responses to dissatisfaction and counter- persuasion.

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