The really important for an organization to

Published by admin on


The three items that they used to measure commitment were: I am a loyal patron of this company, I plan to maintain a long-term relationship with this company and a reverse scored item of I have the intention to switch to another company. All measures employed seven-point scales ranging from 1 (extremely disagree) to 7 (extremely agree). From my research, these method are widely use in many organization and journal. According to Rosenbaum, ct al. (2006), they also distribute questionnaire to their customer in order to measure the commitment.

As to get more adequate answer from the customer, the questionnaire should be easy to understand and administer, also we have to always keep the question short, concise and easy to understand. Out of the above method, nowadays, there are many new methods to measure customer commitment, for example, mysteries shopping, by this, the mystery shoppers can records actual behavior, monitors the information employees provide to customer. Also, they will know the satisfaction level of the customer. Besides, customer satisfaction surveys are also use to measure the degree to which customers are satisfied, whether their needs are met or not.

Conclusion Based on the views and research done by numerous researchers and academicians, it can be concluded that customer’s commitment is really important for an organization to move forward and success. Although customer’s commitment does not guarantee that customer will repurchase, but it plays a very important part in ensuring customer loyalty and retention.

We Will Write a Custom Essay Specifically
For You For Only $13.90/page!

order now

References: Bagozzi, Richard P. (1995), “Reflections on Relationship Marketing in Consumer Markets,” Journal of the Academy of Marketing Science, 23 (Fall), 272-77. (accessed October 14, 2010) Blaney, P. (1986). Affect and memory: A review. Psychological Bulletin, 99, 229-246.

(accessed October 14, 2010) Cotton, John L. 1981. “A review of research on Schachter’s theory of emotion and the misattribution of Arousal. ” European Journal of Social Psychology 11, no. 4: 365-397. Academic Search Premier, EBSCOhost (accessed October 14, 2010). Depue, Brendan E. , Marie T. Banich, and Tim Curran. 2006. “Suppression of Emotional and Nonemotional Content in Memory. ” Psychological Science (Wiley-Blackwell) 17, no. 5: 441-447.

Academic Search Premier, EBSCOhost (accessed October 14, 2010). De Wulf, Kristof, Gaby Odekerken-Schri?? der, and Dawn Iacobucci (2001), “Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration,” Journal of Marketing, 65 (October), 33-50. (accessed October 12, 2010)

Dwyer, F. R. , P. H. Schurr and S. Oh, 1987, “Developing Buyer-Seller Relationships’, Journal of Marketing. Vol. 51, No. 2, pp. 11 -27. (accessed October 13, 2010). Lin, N. -P. , J. C. M. Weng, and Y. -C. Hsieh. 2003. “Relational Bonds and Customer’s Trust and Commitment – A Study on the Moderating Effects of Web Site Usage. ” SERVICE INDUSTRIES JOURNAL 23, 103-124. British Library Document Supply Centre Inside Serials & Conference Proceedings, EBSCOhost (accessed October 13, 2010).

Market Remonships Journal of Marketing, VD1. 57, No. l. pp. 8l-iOl. (accessed October 13, 2010). Moorman, Christine, Gerald Zaltman, and Rohit Deshpandi?? (1992), “Relationships Between Providers and Users of Market Research: The Dynamics of Trust Within and Between Organizations” Journal of Marketing Research, 29 (August), 314-29. (accessed October 12, 2010) Meyer, John P. , and Natalie J. Allen. 1991. “A THREE-COMPONENT CONCEPTUALIZATION OF ORGANIZATIONAL COMMITMENT. ” Human Resource Management Review 1, no. 1: 61. Business Source Complete, EBSCOhost (accessed October 14, 2010). Ming-Hui, Huang.2001.

“THE THEORY OF EMOTIONS IN MARKETING. ” Journal of Business & Psychology 16, no. 2: 239-248. Academic Search Premier, EBSCOhost (accessed October 14, 2010). MING-TIEN, TSAI, TSAI CHUNG-LIN, and CHANG HAN-CHAO. 2010. “THE EFFECT OF CUSTOMER VALUE, CUSTOMER SATISFACTION, AND SWITCHING COSTS ON CUSTOMER LOYALTY: AN EMPIRICAL STUDY OF HYPERMARKETS IN TAIWAN. ” Social Behavior & Personality: An International Journal 38, no. 6: 729-740. Academic Search Premier, EBSCOhost (accessed October 14, 2010). Moorman. C. R.

Deshpande and G. Zaitman, 1993. “Factors Affecting Trust in Morgan, Robert M.and Shelby D. Hunt (1994), “The Commitment-Trust Theory of Relationship Marketing,” Journal of Marketing, 58 (July), 20-38. (accessed October 12, 2010) Morgan, Robert M. , and Shelby D. Hunt. 1994.

“The Commitment-Trust Theory of Relationship Marketing. ” Journal of Marketing 58, no. 3: 20. Business Source Complete, EBSCOhost (accessed October 12, 2010). Rousseau, Vincent, and Caroline Aubi??. 2010. “Social Support at Work and Affective Commitment to the Organization: The Moderating Effect of Job Resource Adequacy and Ambient Conditions. ” Journal of Social Psychology 150, no. 4: 321-340.

Academic Search Premier, EBSCOhost (accessed October 14, 2010). Rosenbaum, Mark S. , Carolyn Massiah, and Donald W. Jackson Jr. 2006. “An Investigation of Trust, Satisfaction, and Commitment on Repurchase Intentions in Professional Services. ” Services Marketing Quarterly 27, no. 3: 115-135. Library, Information Science ; Technology Abstracts, EBSCOhost (accessed October 14, 2010). Sauer, C. and S. Burton, 1999, ‘Is There a Piace For Department Stores on The Internet Lessons from an Abandoned Pilot’, Journal of Infonmition Technology, Vol. 14, No. 4, pp. 387-98. (accessed October 12, 2010).

Categories: Industry


I'm Iren!

Would you like to get a custom essay? How about receiving a customized one?

Check it out