Testing a Model on the Effect of Customer Bond on Customer’s Word of Mouth Communications

This study tests a model on the effect of perceived customer bond on customer’s word of mouth communications. Specifically, it has been hypothesized that a customer’s perception of financial bond and procedural bond increases customer’s calculative commitment, which in turn decreases positive word of mouth communications. It has also been hypothesized that a customer’s perceived relational bond increases the customer’s affective commitment, which increases customer’s positive word of mouth communications. The results of survey on 150 adult cell phone customers largely support this model. Managerial implications are discussed.