Customer satisfaction, perceived risk and affective commitment: an investigation of directions of influence

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Abstract
Purpose – This paper aims to examine competing models of the directionality of influences between customer satisfaction, affective commitment, and the customer's perceptions of risk associated with a service organization. It also aims to include the effects of a customer's prior experience with the organization and experience with other organizations in the service category in the models. Design/methodology/approach – Structural equation models of data from a survey to customers of a performing arts organization (sample size=401) are used to test the hypotheses. Findings – The study suggests that commitment has a positive influence on customer satisfaction and diminishes risk perceptions. There is less support for a model in which satisfaction increases commitment and reduces perceived risk. Originality/value – There has been recent controversy as to whether customer satisfaction leads to customer loyalty. This study provides a different perspective by suggesting that customers with high commitment to an organization use satisfaction surveys to express their loyalty.

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