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What is Customer Commitment

Handbook of Research on Retailing Techniques for Optimal Consumer Engagement and Experiences
Customer’s engagement or continuous obligation to buy the same product or use the same company.
Published in Chapter:
Explaining Customer Loyalty to Retail Stores: A Moderated Explanation Chain of the Process
Arturo Z. Vasquez-Parraga (University of Texas Rio Grande Valley, USA) and Miguel A. Sahagun (High Point University, USA)
DOI: 10.4018/978-1-7998-1412-2.ch002
This chapter reassesses the process of how store customers become loyal to their stores; what are the core subprocesses generating customer store loyalty, and what contributing moderators enrich the final outcome. A new empirical research is designed to identify and test a parsimonious model of core relationships and moderators. The result is an explanation chain that incorporates relational variables, trust, and commitment to the traditional transactional one, customer satisfaction, and the moderating factors of the relational variables. The findings reveal that 1) customer commitment is the major contributor of explanation to true customer loyalty, significantly more than the contributed explanation of customer satisfaction, and 2) four cognitive attitudes and four affective attitudes significantly moderate the relational effects of trust and commitment on customer store loyalty and, thus, contribute, though in small amounts, to a stronger explanation.
Full Text Chapter Download: US $37.50 Add to Cart
More Results
Retail Customer Engagement: A Systematic Mapping Study
The customer’s desire and effort to maintain a relationship with the company.
Full Text Chapter Download: US $37.50 Add to Cart
Customer Store Loyalty: Process, Explanation Chain, and Moderating Factors
Customer’s engagement or continuing obligation to buy or use the same product or company.
Full Text Chapter Download: US $37.50 Add to Cart
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