Relationship Drivers of Customer Commitment

Abstract

A Relationship Drivers Model is developed to capture key motivations as to why customers engage in marketing relationships. The framework of the model contends that firms should simultaneously strive to offer economic, social, and resource driver variables to its customers. Structural equation modeling is used to test the model across three different customer relationship levels in two business-to-consumer settings—customers belonging to a national upscale department store (n = 2,576) and customers of a national restaurant chain (n = 639). The findings can be instructional for helping identify how firms can blend various marketing sources to secure more committed customer relationships.