Commitment is another important determinant of the strength of a marketing relationship, and a useful construct for measuring the likelihood of customer loyalty and predicting future purchase frequency frequency (Gundlach et al., 1995; Morgan and Hunt, 1994; Dwyer et al., 1987)
Morgan and Hunt (1994) define commitment as an exchange partner believing that an ongoing relationship with another is so important as to guarantee maximum attempts at preserving it. That is the perceived essential and high value of the relationship to the commitmed partner.