Commitment Ladder in the Relationship between Service Providers and Customers as Added Value in Sustainable Services Development

Abstract

The socioeconomic sphere and the relationships in which commitment occurs are important elements in the development of sustainable services. The study reported in this article identifies the elements that influence the development of the relationship between service providers and their customers and proposes a model that describes the state of the relationship between service providers and customers in terms of symmetrical commitment of both parties. Qualitative research including interviews with experts and case studies was completed, resulting in a ‘ladder of commitment’ model that identifies distinct commitment levels and specific commitment factors functioning at each of those levels. In practice, the proposed model makes it possible to assess the state of customer and provider commitment, identifying commitment deficits on the part of the customer or service provider. This article can provide practical added value for managers who are looking for ways to analyze customer commitment in order to develop sustainable services.