<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0120-3592</journal-id>
<journal-title><![CDATA[Cuadernos de Administración]]></journal-title>
<abbrev-journal-title><![CDATA[Cuad. Adm.]]></abbrev-journal-title>
<issn>0120-3592</issn>
<publisher>
<publisher-name><![CDATA[Pontificia Universidad Javeriana]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0120-35922016000200181</article-id>
<article-id pub-id-type="doi">10.11144/Javeriana.cao29-53.ccvc</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[El compromiso de continuidad y el vínculo del consumidor con la organización]]></article-title>
<article-title xml:lang="en"><![CDATA[Continuance commitment and consumeris bond with the organization]]></article-title>
<article-title xml:lang="pt"><![CDATA[O compromisso de continuidade e o vinculo do consumidor com a organização]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Arboleda Arango]]></surname>
<given-names><![CDATA[Ana María]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Icesi  ]]></institution>
<addr-line><![CDATA[Cali ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2016</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2016</year>
</pub-date>
<volume>29</volume>
<numero>53</numero>
<fpage>181</fpage>
<lpage>201</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0120-35922016000200181&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0120-35922016000200181&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0120-35922016000200181&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Este artículo evalúa en qué medida el compromiso de continuidad del consumidor hacia una organización modera la relación entre su compromiso afectivo e intención conductual. Se operacionaliza el constructo compromiso de continuidad de dos formas: la posibilidad de un consumidor para elegir el prestador de servicios de salud y el costo de cambiarse de institución educativa al tener una beca. Los resultados muestran que el compromiso afectivo incrementa la intención conductual hacia la organización. Esta relación decrece cuando la continuidad se refiere al costo y cuando se refiere a la posibilidad de elegir el proveedor del servicio. Futuros estudios podrían replicar esta metodología para el caso de marcas o productos de consumo masivo, y de otro lado, podrían confirmar la experiencia emocional de los consumidores que reciben beneficios adicionales.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This article evaluates the extent to which a consumeris continuance commitment to an organization moderates the relationship between his affective commitment and behavioral intention. The continuance commitment is operationalized in two ways: the possibility a consumer has to choose a healthcare organization and the cost of switching from an education institution by having a scholarship. Results show that the affective commitment increases behavioral intentions towards the organization. This relationship decreases when the continuance commitment relates with the cost and the possibility of choosing the service provider. Future studies could replicate this methodology for cases dealing with brands or massive consumption products and, on another side, could confirm the emotional experience of those consumers who receive additional benefits.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo Este artigo avalia em que medida o compromisso de continuidade do consumidor com uma organização modera a relação entre seu compromisso afetivo e intenção comportamental. Operacionaliza-se o constructo compromisso de continuidade de duas formas: a possibilidade de um consumidor para escolher o prestador de serviços de saúde e o custo de mudar-se de instituição educativa ao ter uma bolsa. Os resultados mostram que o compromisso afetivo aumenta a intenção comportamen- tal com a organização. Esta relação decresce quando a continuidade se refere ao custo e quando se refere à possibilidade de escolher o prestador do serviço. Futuros estudos poderiam aplicar esta metodologia para o caso de marcas ou produtos de consumo em massa, e por outro lado, poderiam confirmar a experiência emocional dos consumidores que recebem benefícios adicionais.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[comportamiento del consumidor]]></kwd>
<kwd lng="es"><![CDATA[compromiso afectivo]]></kwd>
<kwd lng="es"><![CDATA[compromiso de continuidad]]></kwd>
<kwd lng="en"><![CDATA[Consumer behavior]]></kwd>
<kwd lng="en"><![CDATA[affective commitment]]></kwd>
<kwd lng="en"><![CDATA[continuance commitment]]></kwd>
<kwd lng="pt"><![CDATA[comportamento do consumidor]]></kwd>
<kwd lng="pt"><![CDATA[compromisso afetivo]]></kwd>
<kwd lng="pt"><![CDATA[compromisso de continuidade]]></kwd>
</kwd-group>
</article-meta>
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