43 Copyright © Canadian Academy of Oriental and Occidental Culture Güven Ordun (2015). Canadian Social Science, 11 (4), 40-55 The central point of the investment model is building and maintaining relationships. It represents an individual’s previous experience and the long-term involvement in a relationship. There are three antecedent constructs to a commitment in the investment model. The first antecedent is satisfaction. Satisfaction is conceptualized as the extent to which customers are satisfied when a relationship offers high rewards and lower costs. The second antecedent of commitment in the investment model is the quality of alternatives. It is defined as “the perceived desirability of the best available alternative to a relationship” The third antecedent in the investment model is the investment size, which refers to how much customers have already invested in a relationship. Continuance commitment is found be affected by investment size and affective commitment by the level of satisfaction. Preference and recommendation of the service are mostly directed by affective type of commitment (Nusair et al., 2011).
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