Introduction:
There is a difference between a company's ability to achieve customer satisfaction and its ability to secure their long term commitment. Commitment usually is followed by collaboration which leads to the establishment of a partnership. Most customer commitment takes place at the strategic level, where decisions are made based on the information received.
Customer satisfaction versus Customer commitment:
Customer satisfaction |
Customer commitment |
Short term |
Long term |
Assessing and meeting needs |
Many heroic acts which create loyalty and devotion |
Customers feel good as long as their needs are fulfilled |
Customers look beyond short term pleasures |
Customers are pleased, humored and fulfilled |
Customers are dedicated and faithful |
Customers remain independent |
Customers are interdependent |
Customers can be satisfied without being committed |
Implies intense, long term loyalty and dedication |
There are two major requirements for establishing full commitment: information and behaviour.
Collaboration is a bilateral mode of managing exchange in which the exchange partners adopt a high level of purposeful co-operation to maintain the trading relationship over time.
Full collaboration is futuristic in nature; it evolves with time and does not require full sets of preconditions. In addition collaboration means that both parties represented share the power to dictate changes equally
A model of total partnership:
Partnership style |
Description |
Determinants |
Partnership in context (PIC) |
Dimension which looks at key factors that establish participants’ belief in the longevity, stability, and interdependence |
Mutual benefits Commitment Predisposition (trust, attitudes) |
Partnership in action (PIA) |
Dimension which looks at the key factors that create the day-to-day working relationship |
Shared knowledge Distinctive competency and resources Organisational linkage |