Customer Commitment leads to customer advocacy

Several studies in recent years the importance of successful customer relationships established. The creation of ‘customer advocates’ (customers who want to support and promote the organization) is vital for any organization. Lacey and Morgan examined the impact in the B2B market “customer commitment” and “customer trust on customer advocacy. In addition they examined whether participation in a loyalty program, the relationship between commitment and advocacy strengthened. They asked questions to 248 business customers of a chemical company.

In this study customer advocacy is measured with the following four dimensions:

• Is the customer willing to share personal information with the organization?
• Is the customer willing to give feedback on products, services, unmet needs, etc.?
• Promote the client organization to colleagues, friends etc.?
• Would the customer in future products and / or customers to the organization?

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