The consumer's relational commitment: main dimensions and antecedents

摘要

As in business-to-business relationships, consumers often establish and maintain long-term relationships with firms. This article uses a multidisciplinary approach with the aims of describing the process that a consumer follows until committing to a firm and identifying the main dimensions and antecedents of the consumer's commitment. As antecedents of commitment, the proposed model considers dependence and trust through the reduction in uncertainty and in the perception of opportunism. The empirical study for the consumer-garage relationship suggests that the consumer's trust reduces the fear and perception of the firm's opportunism and engenders affective and temporal commitment.