Customer Commitment vs Relationship Marketing in Banks

Commitment’ is defined as an implicit or explicit pledge of relational continuity between exchange partners. One of the difficulties here is that commitment is closely related to the concept of loyalty and as such, might be considered to be the desired outcome of building relationship in consumer market. However if the consumer is unaware that a relationship is being developed, and he/she has not explicitly cooperated in the process, there is no evidence of commitment on his/her part. Scholars have suggested that marketing relationships are based on the expectations of mutuality of interest with both parties expecting comparable benefits from relationships. The benefits to a firm of developing a relationship are well documented. The present study is based on the concept of commitment and its impact on customer relationship marketing in banking sector in India in the post-liberalization era.