Committed customers are motivated to maintain the relationship because of attachment feelings and sincerity in their personal attitudes (Moorman et al., 1992). As a psychological construct, relationship commitment may be discernible by customer advocacy behaviors yet alone, such manifestations do not ensure its presence. Commitment arises only after a relationship is firmly established, and thus serves as a necessary condition for consistent customer advocacy behaviors
According to Moorman et al. (1992) committed consumers are stimulated to retain the relationship because of affection emotions and sincerity in their individual attitudes.