Marketing Research 1. Introduction Marketing research has consistently supported the connection between customer commitment and an organization’s profitability. This recognition of the connection between customer commitment and organizational profitability led to the theoretical establishment of different types of commitment in marketing and different ways of measuring this commitment…
Achrol, and Mentzer established three forms of customer commitment: affective, instrumental, and temporal commitment.1 Affective customer commitment occurs when a positive attitude towards the future existence of the relationship is demonstrated. A number of approaches have been established in constructing affective customer commitment. One of the most prominent approaches has been through the development of strong brand identity. It’s noted that, “Every organisation has an identity. It articulates the corporate ethos, aims and values and presents a sense of individuality that can help to differentiate the organisation within its competitive environment.”2 Large arrays of approaches to creating brand identity have been established. One perspective embraces corporate social responsibility as strongly contributing to brand identity.3 Such approaches have been embraced by organizations such as Ben & Jerry’s and Starbucks. The recognition being that through creating a socially responsible image, customers will increasingly express long-term satisfaction with the company. Another approach has been the establishment of emotional connections through advertising; this approach is witnessed in brands such as Nike and Coca-Cola.4 In either instance, “By effectively managing its corporate identity an organisation can build understanding and commitment among its diverse stakeholders.”5 In terms of measurement practices, qualitative methods of understanding have been implemented that use focus groups and semi-structured interviews as a means of better understanding customer perceptions. Ultimately, this specific organization could improve affective customer commitment through ensuring that the corporate brand is well maintained. Another of the major forms of customer commitment is ‘instrumental’. Instrumental customer commitment is demonstrated when investment through time or resources is made in the brand relationship. One prominent means of creating customer commitment has been through specific outreach measures referred to as community relationships. It’s noted that, “that marketers can strengthen brand communities by facilitating shared customer experiences in ways that alter those dynamic characteristics.”6 Perhaps the most prominent implementation of these techniques has been witnessed with Harley Davidson and their development of the Harley Owners Group (HOG). It’s noted that this is, "the granddaddy of all community-building efforts serving to promote not just a consumer product, but a lifestyle.”7 In this way, Harley Davidson sponsored its own motorcycle club to improve customer commitment. In terms of measurements, among approaches to customer commitment this approach is perhaps the most easily quantifiable as commitment is established through membership rates and sales of club merchandise. The establishment of this motorcycle club then improved customer commitment as the various Harley owners joined the club and increasingly purchased Harley products. There is the recognition then that as a means of facilitating customer commitment this organization could similarly sponsor outreach groups. The final form of customer commitment is temporal commitment. Garbarino and Johnson8 indicate that temporal commitment is the demonstration that the relationship occurs over an extended period of time. While customer relationships through ...
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“Marketing Research Individual Assignment Essay Example | Topics and Well Written Essays - 2000 Words”, n.d. https://studentshare.net/marketing/70878-marketing-research-individual-assignment.
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