The paper "Customer Commitment and Emotions" is a wonderful example of an assignment on marketing. Customers are the pillars of any organization (Gupta and Zeithaml 2006). Lack of customers implies that the organization has no profits and no market value. Literature has detailed several customer metrics, for instance, customer satisfaction, loyalty, commitment and retention that have profound effects on the financial performance of an organization. Commitment is particularly a vital ingredient in the establishment of long-term relationships with customers. According to Walter et al. (2002) maintaining customer, commitment does pay off in willingness to recommend and refer as well as customer retention and increased profits.
Commitment has been used under the Interaction Approach of marketing. In business terms, commitment refers to an adaptation process that results from the parties’ intention to engage in a relationship that is founded on positive attitudes towards each other. Gustafsson, Johnson, and Roos (2005) believe that customer commitment is beyond the creation of social bonds and customer satisfaction. In actual fact, satisfaction and social bonds are simply variables among others that define complex relationships based on commitment.
Committed relationships are developed through mutual support of both parties mainly through the reconciliation of their personality traits. The key drivers of establishing commitment in customers especially in marketing are adequate provision of resources, avoiding taking advantage of each other, maintaining communication and maintaining standards about value. Commitment keeps customers on track and influences repeated purchases through the creation of bias in the information process. How to increase customer satisfaction and loyalty to products or services Academic research indicates that customers tend to become loyal to companies that produce products and services that meet their needs.
This creates a high level of satisfaction which ultimately builds loyalty. Even so, the level of satisfaction greatly determines whether a customer will remain loyal or not. Greenwell (2000) states customers who are completely loyal to a product or service are six times more likely to repurchase the product or service than those who are less loyal. Of concern for many companies is ways to keep customers totally satisfied. According to Walter et al. (2002) companies whose products and services are of reasonably good quality have the potential of creating loyal and committed customers. Increasing the quality of products and services becomes a critical question for market researchers who intend to establish committed and loyal relationships with their customers.
Gupta and Zeithaml (2006) posit that the first step is to understand what your customers exactly lookout in your products or services. The most inherent way to achieve this is by listening to the customer which is widely used using Customer-Satisfaction indices.