TY  - JOUR 
TI  - El compromiso de continuidad y el vínculo del consumidor con la organización
PB  - Pontificia Universidad Javeriana
PY  - 2016
issn 0120-3592
AB  - This article evaluates the extent to which a consumer's continuance commitment to an organization moderates the relationship between his affective commitment and behavioral intention. The continuance commitment is operationalized in two ways: the possibility a consumer has to choose a healthcare organization and the cost of switching from an education institution by having a scholarship. Results show that the affective commitment increases behavioral intentions towards the organization. This relationship decreases when the continuance commitment relates with the cost and the possibility of choosing the service provider. Future studies could replicate this methodology for cases dealing with brands or massive consumption products and, on another side, could confirm the emotional experience of those consumers who receive additional benefits.
KW  - affective commitment
KW  - Consumer behavior
KW  - continuance commitment
KW  - comportamiento del consumidor
KW  - compromiso afectivo
KW  - compromiso de continuidad
KW  - comportamento do consumidor
KW  - compromisso afetivo
KW  - compromisso de continuidade
UR  - http://repository.icesi.edu.co/biblioteca_digital/handle/10906/83693
ER  -