Study on the Influence of Commitment on Customer Behavior in the Stage of Pre-purchase and Post-Purchase

Abstract

Company's public commitment is the measurable and compared information with competitors. Especially when commitment is clear and measurable, it will influent customer purchase decision as the main variable. In post-purchase stage commitment and restrictive condition influent customer brand selection compared with customer expectation. The quality of commitment implementation then influent customer satisfactory compared with customer perception. So company should plan and manage commitment systematically. Drawing on the Service Quality Gap Model, company must pay attention to five gaps of commitment quality to promote customer selection and satisfaction. Those conclusions will broaden commitment study field in marketing and point out commitment influence to customer purchasing behavior.