Although the significance of distinguishing to whom and what the customer is committed to has been made conceptual and theoretical works in relationship marketing suggested that commitment to the overall firm has a wider effect on loyalty than commitment to employees as salespersons (Hansen, Sandvik, and Selnes 2003; Macintosh
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and Lockshin 1997). Other studies studied commitment of customers to the brand (Johnson, Herrmann, and Huber 2006) and yet to the service (Bansal, Irving, and Taylor 2004; Jones et al. 2007).