A Three-Dimensional Customer Commitment Model: Its Impact on Relational Outcomes

Abstract

Customers’ ever-increasing bargaining power makes it particularly important that practitioners and researchers more thoroughly understand the nature of customer commitment. Not surprisingly, however, although the construct of commitment has emerged as one of the key constructs in relationship marketing and has been widely studied in literature, there has been very little agreement on the conceptualisation of the construct. This research regards commitment, measured from the customers’ views, as the force that binds customers to the company, and its theoretical foundation is mainly based on the attitudinal commitment.