New GIBS article: Investigating commitment as a unidimensional or a multidimensional construct in a retail banking setting By Mornay Roberts-Lombard & Daniël Johannes Petzer

The paper investigates the dimensional nature of commitment (affective and calculative) within a retail banking setting. The study tests two models that include antecedents and an outcome of commitment as a unidimensional and a multidimensional construct. The target population for the study included adult customers of retail banks residing in an emerging market. The study highlights the irrelevance of the dimensional nature of commitment (unidimensional or multidimensional) on future behavioral intention within a retail banking setting and established the significance of perceived value, customer orientation, and information sharing on commitment. Click here to read more.