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the desire for the average consumer to the ability shown by the brand or company.
Doney Cannon, 1992, Ching-Hsien, et al 2002 in Chaudhuri and Holbrook 2001: 81 says that trust also relevant situation in
uncertainty economic situation, when greater brands versus lesser differences among brands occur. The Trust also has to do with the
situation of uncertainty, when well-known brands are dealing with other brands.
Benefit from the emergence of consumer confidence are reducing uncertainty, so that consumers can reduce spending and reduce the time to
a sense of uncertainty as it is pointed out by Arjun and Morris, 2001 in Kabadayi and Alan 2012: 2 The Trust can reduce economic uncertainty,
because the customer not only knows that brand can be worth trusting, but also thing that dependable, safe and honest consumption scenario.
AndersoNorus 1990 and strengthen said that trust is feeling about satisfaction because of its ability to moderate risk in the buying
process, meaning that if a person believing in a product then feeling satisfied should appear as a loss of severely screwing things will have risk
of loss from the purchase of the item.
7. Definition of Customer Commitment
Some literature describes as a back and forth between commitment and loyalty, in this literature review writers will try to take both of these
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notions would then be means that whether in order or sense impression in both of them that there may be differences.
Tim Jones 2007 explain that customer commitment has been attracting the attention since Morgan and Hunt gave a rise to his theories
of relationship marketing, they say that customer commitment has garnered much interest since Morgan and Hunts 1994 the seminal work
on the trusts commitment theory of relationship marketing. Why customer commitment is very interesting because it turns attention to customer
commitment with regard to various things as stated by Bansal et al 2004 in Tim Jones 2007; our customer commitment is a powerful predictor of
various metric related to customer retention like switchingstaying intention and repurchase intention; Our Customer commitment is a very
influential predictor of a variety of matters related to customer loyalty as the intensity of the repurchase.
In order for our understanding of the customers commitment more clearly, here the author pointed out some sense of customer commitments
as follows: Jeff Hess and John Story 2005: 334 uses the term to refer to the
commitment form relationships with customers, beyond the end, confidence, attitude and behavior towards the brand and things related to
the brand explains the sense of commitment as follows: We use the term commitment to refer to the ultimate relationships consumers
disposition, encompassing beliefs, attitudes, and behaviors toward the
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brand and their relationship with that brand. Furthermore Moorman et al 1992 in Tim Jones 2007 outlines that commitment, loosely defined as a
desire to maintain a valued relationship; Commitment interpreted as the desire to maintain the relationship values.
Jeff Hess and John Story 2005: 319 stated that the Commitment is a fundamental and powerful concept that can only be fully understood
and applied if decomposed into its major dimensions; commitment is a strong basic concept can be understood if in applying on various
dimensions. In the concept of buying resetting, originally Aaker 1991 says
that the purchase is one of the factors that determine the levels of customer loyalty. But often, customers are buying in the absence of a certain feeling
of such goods Mown, 1999. Customers who do not have a commitment to the brand or the
online shop is customers who make a purchase on the anniversary of the same brand, but it has no emotional attachment to the brand Hawkins,
2004 in Jones 2010: 17. Added, this is done because they only have a habit to buy in the store. So they make a purchase without having a feeling
of attachment to the brand or store where they bought the item. Customers own actual Commitment can be defined from various
sides, as stated by Jones 2010: 17 the commitment concept appearing in the fields of psychology, organizational behavior and marketing. These
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definitions all reflect that commitment to a relationship involves both a psychological state and a motivational phenomenon‟.
Customers Commitment by Morman, et al 1992 in Garbarino and Johnson 1999: 71 is enduring desire to maintain valued relationship
where customers always want to maintain a good relationship with the seller and hope that the relationship is worth. Ogba and further 2007: 4
said that the commitment of the Subscriber is An enduring attitude or desire for the particular brand. It is the degree to which customers as
members of an organization are committed to an emotionally an organizations, its brand or product, hurricane status by continuous desire
to maintain membership , not only the desire to consume a particular brand, but also a level where customers feel as members of a producer
organization are emotionally tied to the company, whether through a brand or product.
The importance of the customers Commitment reflected in the Jones article, et. Al. 2010: 16 who says that customer commitment is
powerful predictor to customer retention, like staying intention and repurchase intention, thus our customer commitment is a key to a
marketing success, here it is revealed that the commitments from customers will give you the desire to make a purchase that is repeated so
that it can successes the marketing strategy Bansal, et. al, 2004, Fullerton, 2003, Venetis and Ghauri, 2004.
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Meanwhile Grun et al. 2000 in Tim Jones 2007 shared a commitment within 3 three types, namely:
1. Affective Commitment as the degree to which a customer is
psychologically bonded to the service organization on the basis of how favorable the consumer feels about the organization
2. Normative Commitment as the degree to which a customer is
psychologically bonded to the organization on the basis of hisher sense of obligation to the organization Normative
Commitment as the degree to which a customer is psychologically bonded to the organization on the basis of
hisher sense of obligation to the organization 3.
Continuance commitment as the degree to which a customer is psychologically bonded to perceive cost associated with
terminating the relationship Caudhari and Holbrook 2001 quoted Oliver 1999:34 explain
that A deeply held commitment to re-buy or re-patronize a preferred productservice consistently in the future, thereby causing repetitive the
same brand - set purchasing, despite situational influences and marketing effort having the potential to cause switching behavior.
Aaker 1991, and Assael, 1998 in Chaudhuri and Holbrook 2001: 82 outlines that there are 2 different aspects of brand loyalty:
behavioral; and attitudinal positions. Behavioral, consist of repeated
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purchase of the brand, attitudinal positions, is a dispositional degree of commitment in terms of some unique value associated with the brand.
Commitment indicated loyal customer shows 3 characteristics below:
1. They spend more money in purchasing product or service of a company
2. They encourage others to purchase products or service of a company
3. They believe it is valuable to purchase products or service of accompany
This commitment will only arise if consumers put trust either of the products as well as against the companies; therefore the commitment is
very closely related to the level of consumer confidence. Egan 2004 in Santouridis 2010: 333 say that loyalty is the
consumer behavior as measured from the number of repeat purchases repeat purchase, share of wallet and purchase frequency in a certain
period. In Siddiqi 2011: 22, Singh and Sirdemuskh 2000 says that
Customer Loyalty as the market place currency of the twenty-first century. Ndubisi and Pfeifer 2005 provide an important entry that
serves a loyal customer is much more lightweight five times compared to provide service to the customer. This statement shows that retain
customers, or that have a loyal customer who is absolutely essential. The
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same is expressed by Walsh 2005 that maintaining a loyal customer more profitable than looking for new customers.
Reicheld and Sasser 2003 in Riadh 2011: 112 say that loyalty is defined as a very strong commitment and depth, and empirically can
increase the level of profitability of the company. This is in line with what was said by Oliver 1999, that loyalty is high in committeemen making a
purchase over and over on the same goods or services on a consistent basis in the future and was deeply affected by the marketing activities
undertaken by the company, whether to make the transition to another brand or not.
B. Previous Research
