Affective commitment to organization's brand: antecedents and consequences - The case study of BIDV in Ho Chi Minh City

Abstract

The increasing competition in the banking sector requires managers to identify the factors supporting customers' commitment to BIDV’s brand. Understanding commitment not only provides an insight into the question of how customers commit but also uncovers why customers commit to a particular brand. Using a cross-sectional survey with BIDV customers, this research examines the antecedents and consequences of affective commitment to BIDV banking service.” The results confirm essential functions of Service Quality, Trust and Social Switching Cost as the antecedents on Affective Commitment, and highlight the role played by Affective Commitment on Customer Satisfaction and Repurchase Intentions. The results have important implication for demonstrating the importance of Affective Commitment as a relationship enhancer, and provides useful knowledge for BIDV managers to improve customer Affective Commitment to BIDV’s brand. Keywords: Affective commitment; Customer satisfaction; Repurchase intention; Social Switching Cost; Trust, Service Quality; BIDV’s brand; BIDV’s service.