Purpose - This study investigates a model of affective commitment in the context of SMEs relationship to retails banks in Nigeria. Specifically, this study investigates relational constructs of satisfaction and trust as key drivers of affective commitment to repurchase intention and advocacy. Furthermore, this study examines the effect of relationship length. Design/methodology/approach - Firstly, face validity is to ensure clarity and non-ambiguous statements for the respondents. Secondly, content validity, using Principal Component Analysis with varimax rotation for factor loadings and structure, whilst cronbach`s alpha for construct reliability. Furthermore, confirmatory factor analysis will be employed to test for measurement model goodness of fit. Lastly, to test the research hypotheses, structural equation modelling will be employed. Findings - This study will establish sets of validated relational construct measurement instruments in Nigeria. Next, this research will indicate the impact of satisfaction and trust on SMEs affective commitment, and the impact of affective commitment on repurchase intention and advocacy as moderated by relationship length. Originality/value - This study contributes to the validation of affective commitment and other relational constructs instruments in Nigeria. Also, the research will empirically establish the significant drivers and consequences of affective commitment in the context of SME relationship to retail banks in Nigeria.
|Publication status||Published - Jul 2013|
|Event||Academy of Marketing Conference - University of South Wales|
Duration: 1 Jul 2013 → …
|Conference||Academy of Marketing Conference|
|Period||1/07/13 → …|