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Normative Company Commitment

NORMCCCustomer obligation-based commitment to remaining with a service provider
4 items 2004 α .85 Free Bansal, H. S., Irving, P. G., & Taylor, S. F.

What it measures

Four items assess the degree to which a customer believes it would be wrong or disloyal to leave their current service provider, reflecting a sense of moral obligation rather than desire or necessity.

Citation

Bansal, H. S., Irving, P. G., & Taylor, S. F. (2004). A three-component model of customer commitment to service providers. Journal of the Academy of Marketing Science, 32(3), 234–250.

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