The paper “ Different Types of Commitment in Marketing, and How Commitment May Be Measured” is an affecting variant of assignment on marketing. In the current competitive market and with the unpredictable trend in the markets such as the financial meltdown experienced in 2008/09, companies must establish a relationship with their customers so that they can survive. Customer loyalty and trust are not enough, but commitment is integral in relationship marketing (Abeysekera & Hewawasam, 2010). Commitment is defined as the persistent desire to uphold a valued relationship. It is an essential component for effective long term relationships.
Customer commitment represents just a small portion of the customers even for giant companies. Nevertheless, the effect of committed customers is immense. Committed customers not only purchase regularly but also consume a variety of products from the supplier and are less concerned with the pricing factor. In essence, committed customers stick to the supplier at all times and they have little or no concern over competitors. There are three forms of commitment in marketing as put forth by Buttle, (2009). They include instrumental commitment, relational commitment, and value-based commitment. Instrumental commitment is when a customer is assured that no other company or offer could do a great job in fulfilling their needs.
The customers, in this case, are not just satisfied, but consummately satisfied (Buttle, 2009). The customers feel that all their articulated and latent needs have been satiated. For instance, when a customer feels that his or her airliner has the best services, best offers, best access, best process, better rates, and a good reputation, he or she is committed. Relational commitment, on the other hand, is when a customer becomes personally attached to the organization’ s people.
An emotional relationship may be established with an individual employee of the organization or a workgroup or the entire company (Buttle, 2009). Customers feel a sense of personal identification to certain employees in the company and express their commitment by referring to them as ‘ my banker’ , ‘ my builder’ , ‘ my hairdresser’ or ‘ my mechanic’ . Regularly, these are employees who go the extra mile to completely satisfy customer’ s needs (O'Malley & Tynan, 2000). They are competent, reliable, empathetic and approachable.
When such employees recover an at-risk client, they establish a friendship with them. These employees are usually recognized as idols, feted and celebrated in most customer-oriented organizations (Buttle, 2009). For instance, there is a story of a customer service agent at American Express who responded to a call from a customer that had just been robbed of his belongings, by arranging to have his traveler's checks replaced and delivered to him in person. The agent also arranged for hotel reservations and a cab to pick the customer from the telephone booth and alerted the authorities which are outside his line of duty. Customers can also become committed or attached to a certain workgroup, say a bank branch.
Such customers feel very much committed to a particular branch and prefer not to transact elsewhere even if it’ s convenient (Morgan & Hunt, 1994). Finally, a customer can be attached to the entire organization by believing that its people are friendliest than competitors, or provide the best products or services.