The paper “ Types of Commitment in Marketing and Background of Customer Emotions" is an engrossing example of an assignment on marketing. Recently, consumer commitment has gained much interest after the introduction of the trust-commitment theory of relationship marketing. Bansal et al. describe that consumer commitment is one powerful predictor of various activities related to consumer retention for example through staying intentions and repurchasing intentions. It is also shown that it is necessary to build and enhance a long-term relationship with customers. This is because the relationships generate positive returns into the business.
Ruth et al. (2002, 44) explain consumer commitment is, therefore, a key to marketing success and every business should ensure that they observe. Consumer involves the provision of better services and the fact that services need ongoing membership as it is difficult to evaluate intangible services. This study supports the link between customer commitment and a firm’ s profitability. It also shows how to increase consumer commitment and the different types of commitment to marketing. The study finally gives the method by which commitment is measured. Most studies give that there are two dimensions of commitment in marketing relationships.
These include effective commitment which involves feelings of identification, loyalty and affiliation. The other type is continuance commitment which involves anticipated switching costs. Coulter and Mark (2000, 66) describe that others include a normative commitment that involves feelings of reciprocity or obligation. Instrumental commitment, relational commitment and value-based commitment. Among the above types, affective commitment is the most predictive as it shows customer loyalty-related outcomes. The study, therefore, examines how each type of commitment affect the different types of services and shows how the power of commitment varies across customer variables.
Commitment is the desire to maintain a valued relationship between buyers and sellers and is also applied in channel relationships. It also involves consumer relationships with the service providers, retail stores and brand owners. Commitment is applied in the field of psychology, organisational and marketing. The definition in all these terms reflects that commitment is a relationship that involves both psychological states which includes having a binding force, a link or a dedication to a particular brand or service provided.
Dall'Olmo and Leslie (2000, 37) shows a motivational phenomenon of commitment involves maintaining a relationship with the sellers of repurchasing or in remaining in the organisation. Commitment, therefore, involved studies of psychology and organisational behaviour. Researchers show that people become committed due to various factors and to various targets such as commitment to people, organisations, pets, goals or ideals. The organisational behaviour differentiates commitment to an organisation, a profession, supervisor and a worker. Marketing, on the other hand, distinguishes commitment between service provided and commitment to service organisation. According to Bove and Lester (2001), affective commitment involves a person’ s desire to remain in a relationship with the service provider and normative commitment is a feeling of obligation to a relationship.
Continuance commitment shows consumer’ s perception of the sacrifice linked to the termination of a relationship with the service organisation. The three dimensions of commitment may be said to reflect a feeling of ‘ want to stay’ , ‘ should stay’ and ‘ have to stay’ . The dimensions also show emotional, emotional, moral and rational forms of commitment. An organisational commitment was developed for the purpose of predicting employee retention.