Using Public Commitment to Gain Customer Compliance

Stephanie Dellande, Chapman University, USA
Prashanth Nyer, Chapman University, USA
We investigate the role of public commitment in gaining customer compliance in a long-term service (e.g., online education) where customer adherence to his/her role when away from the service provider is important in the successful delivery of the service. Given the major role customers have in the delivery process of services it is important to understand how service providers can influence customers to comply with their service role. Dellande, Gilly, and Graham (2004) found that motivation is a key customer attribute in gaining long-term compliance when the customer is away from the provider. We examined the effect of manipulating public commitment to motivate customer compliance behavior. Key words: commitment, compliance, importance, influence, motivation, services.
[ to cite ]:
Stephanie Dellande and Prashanth Nyer (2007) ,"Using Public Commitment to Gain Customer Compliance", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 249-255.