Investigating Commitment as a Unidimensional or a Multidimensional Construct in a Retail Banking Setting

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. To collect data, self-administered questionnaires were fielded purposively among respondents, with 599 usable responses being collected for analysis. 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.