1. THE INTERPLAY OF
Keiningham T, Ball J, Benoit S, Bruce H, Buoye A, Dzenkovska J, Nasr L, Our Y, Zaki M. (2017)
'The Interplay of Customer Experience and Commitment'. Emerald Journal of Services Marketing, 31 (2)
doi: 10.1108/JSM-09-2016-0337

2. HOW DO CUSTOMER COMMITMENT AND
CUSTOMER EXPERIENCE INTERACT?
Source: Keiningham T, Ball J, Benoit S, Bruce H, Buoye A, Dzenkovska J, Nasr L, Our Y, Zaki M. (2017)
'The Interplay of Customer Experience and Commitment'. Emerald Journal of Services Marketing, 31 (2)
To better understand customer experience, as it relates to customer
commitment and provides a framework for future research into the
intersection of these emerging streams of research.
PURPOSE
RELEVANCE
To provide managers with a framework identifying empirically the
most salient those elements that enhance attributes of customer
experience with particular emphasis on commitment.
Offers insight into service design to correspond with specific
commitment and experience dimensions.

3. Source: Keiningham T, Ball J, Benoit S, Bruce H, Buoye A, Dzenkovska J, Nasr L, Our Y, Zaki M. (2017)
'The Interplay of Customer Experience and Commitment'. Emerald Journal of Services Marketing, 31 (2)
CUSTOMER EXPERIENCE CUSTOMER COMMITMENT
the cognitive, emotional, physical, sensorial, and social
elements that mark the customer’s direct or indirect
interaction with a market actor.
is the customer attitude that managers
are seeking to influence in the hope of engendering
increased purchase behaviors
• Goal attainment
• Expectation confirmation
• Positive and negative
• Types of emotions (e.g. anger, delight)
• Staff, other customers, social network
COGNITIVE ELEMENT
EMOTIONAL ELEMENT
SOCIAL ELEMENT
• Servicescape, ambient conditions,
spatial layout, signs, symbols & artifacts
PHYSICAL & SENSORIAL ELEMENT
E
L
E
M
E
N
T
S
AFFECTIVE COMMITMENT
NORMATIVE COMMITMENT
forced COMMITMENT
habitual COMMITMENT
economic COMMITMENT
• Emotional attachment
• Bond based upon an obligation/duty
• General belief that he/she has
few alternatives
• Not guided by consumer attitudes
or intentions
• Customers cognitive appraisals of his or
her investment in the brand/provider
C
o
m
p
o
n
e
n
t
s

4. NO RESEARCH on relationship betweencustomer experience (CE) and customer commitment (CC)
but existing research on proxies for cE and CC which are
customer satisfaction and customer loyalty supports the relationship
Source: Keiningham T, Ball J, Benoit S, Bruce H, Buoye A, Dzenkovska J, Nasr L, Our Y, Zaki M. (2017)
'The Interplay of Customer Experience and Commitment'. Emerald Journal of Services Marketing, 31 (2)
PROPORTIONS
S C S C S C S C
Satisfaction and commitment
have a reciprocal relationship
Satisfaction
influences
Commitment
Commitment
influences
Satisfaction
No clear causal, uni-directional
relationship exists between
Satisfaction and Commitment
customer
satisfaction
customer
EXPERIENCE
customer
LOYALTY
customer
COMMITMENT