Different types of commitment in marketing

 

The three items that they used to measure commitment were: I am a loyal patron of this company, I plan to maintain a long-term relationship with this company and a reverse scored item of I have the intention to switch to another company. All measures employed seven-point scales ranging from 1 (extremely disagree) to 7 (extremely agree). From my research, these method are widely use in many organization and journal. According to Rosenbaum, ct al. (2006), they also distribute questionnaire to their customer in order to measure the commitment.

As to get more adequate answer from the customer, the questionnaire should be easy to understand and administer, also we have to always keep the question short, concise and easy to understand. Out of the above method, nowadays, there are many new methods to measure customer commitment, for example, mysteries shopping, by this, the mystery shoppers can records actual behavior, monitors the information employees provide to customer. Also, they will know the satisfaction level of the customer. Besides, customer satisfaction surveys are also use to measure the degree to which customers are satisfied, whether their needs are met or not.

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Conclusion Based on the views and research done by numerous researchers and academicians, it can be concluded that customer’s commitment is really important for an organization to move forward and success. Although customer’s commitment does not guarantee that customer will repurchase, but it plays a very important part in ensuring customer loyalty and retention.

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