Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

Satisfaction and commitment
Moorman, Zaltman, and Deshpande (1992) define commitment as an enduring desire of a customer to 
maintain a valued relationship with a service provider. Satisfaction strengthens the customer’s willingness to 
actively participate in the service process, eventually resulting in commitment (Fornell, 1992). McDougall and 
Levesque (2000) claim that satisfaction has a positive effect on a customer’s revisit intention. They also surmise that 
there is a positive relationship between satisfaction and commitment. Therefore, this study posits the following 
hypothesis:
Hypothesis 3
: Satisfaction with service recovery positively affects commitment.