This research tried to explain the role of calculative commitment, loyalty commitment and power asymmetry on behavioral commitment in a business to business scenario. We specifically looked at the trade promotion scenario since retailers face more trade promotions than they can accept and extant research suggests that retailers always choose trade promotions that offer the greatest immediate benefit. This dissertation addressed the following managerial question, “How does a firm select a program (trade deal) when all its vendors offer the same short term economic incentives”. We proposed that other aspects of retailer’s relationship with its vendors determine / influence the program selection decision. First, incentives imbedded in channel relationships namely economic incentives (e.g., access to new products) and social incentives (e.g., affect toward vendor / salesperson) lead to a selection decision. Second, the power asymmetry the retailer has with the various vendors directly impacts decision making and also moderates the impact of the embedded economic / social incentives. We used commitment theory and an experimental design to test our model. We find that calculative commitment has the greatest impact on decision making followed by power asymmetry. We also find that loyalty commitment has the least impact. We also found that under high power asymmetry, calculative commitment has a bigger impact than loyalty commitment on behavioral commitment than under low power asymmetry when loyalty commitment has a bigger impact.

Customer's ever increasing bargaining power makes it particularly important that practitioners and researchers more thoroughly understand the complex nature of customer commitment. Not surprisingly, however, although the construct of commitment has emerged as one of the key constructs in relationship marketing and has been widely studied in literature, there has been very little agreement on the conceptualisation of the construct. Building upon relationship marketing and organisational behaviour literature, the aim of this research is to extend our understanding of the nature of customer commitment by developing a three-dimensional customer commitment model relaying on commitment theory from the organisational behaviour literature; affective desire-based (AC), calculative cost-based (CC), and normative obligation-based (NC). Relationships among the commitment dimensions and relationships with a number of loyalty relational outcomes, namely, intention to stay (ITS), word of mouth (WOM), and willingness to pay (WTP) were investigated in this study. Using survey questionnaire distributed among customers of cell phone services (N=525), the data was analysed by structural equation modeling (SEM) and then additional analysis was employed to further demystify the complexity of the commitment concept. The results suggest that AC is the dominant source that generates customer loyalty, in line with the state of literature. Both cost-based and surprisingly obligation-based have shown detrimental effects on maintaining and developing the customer-service provider relationship. Additional analysis with various scenarios was implemented using mean split as cut score for high/low commitment dimensions. The findings suggest NC turns to have important positive role on relational outcomes when both AC and CC are below the mean split. When both AC and CC are high NC negatively affect at least ITS but at the same time make a clear positive effect on WTP. The findings can be instructional for identifying how firms can bend various marketing sources to secure more loyal customers to the service provider.

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Darbo tikslas - ištirti ir išanalizuoti galimą ryšį tarp darbuotojų įsipareigojimo organizacijai ir migracinių nuostatų. Uždaviniai: 1.Apibrėžti darbuotojų įsipareigojimo organizacijai sąvokos reikšmę, išskiriant darbuotojų įsipareigojimą lemiančius veiksnius. 2. Atlikti darbuotojų įsipareigojimo organizacijai veiksnių tyrimą, nustatant sąsajas tarp darbuotojų įsipareigojimo organizacijai ir jų migracinių nuostatų. 3.Pateikti organizacijai rekomendacijas, kaip stiprinti darbuotojų įsipareigojimą organizacijai ir paveikti migracines nuostatas. Tyrimo metodika: Palangos reabilitacijos ligoninėje atlikta anoniminė darbuotojų anketinė apklausa. Per apklausą Palangos reabilitacijos ligoninėje apklausti 104 darbuotojai. Ryšys tarp darbuotojų įsipareigojimo organizacijai ir migracinių nuostatų apskaičiuoti ir įvertinti koreliacijos koeficiento pagalba. Rezultatai: Emociniam darbuotojų įsipareigojimui organizacijai yra svarbūs darbuotojų tarpusavio santykiai ir bendradarbiavimo kultūra, kas turi tiesioginį ryšį su darbuotojų migracinėmis nuostatomis. Reikšmingas veiksnys, turintis poveikį darbuotojo apsisprendimui migruoti yra efektyvi informacinė sklaida tarp darbuotojų ir vadovų. Tyrimu atskleista, kad jaunesnių iki 25 metų amžiaus darbuotojų grupėje yra didesnis suinteresuotumas migracijos atžvilgiu. Tai rodo reikšmingą darbuotojo darbinės patirties organizacijoje ir jo įsipareigojimo organizacijai ryšį. / Aim of the study is to evaluate and to analyse determining factors of employees’ commitment objectives association with attitudes towards migration. Objectives: 1. To define meaning of employees’ commitment to the organization and its determining factors. 2. To make research of Employees’ Commitment to the Organization establishing its Determining Factors and Association with Attitudes towards Migration. 3. To provide recommendations to increasing employees’ commitment and inform attitudes towards migration. Methods: The anonymous survey was conducted at Palanga Rehabilitation Hospital. Questionnaires were given to employees working in these institution (n=104). Correlation test was used to measure discriminant validity. Results: The results indicate that employees are mostly motivated by relationship and collaboration with colleagues, supervisors. Research shows that there is an influence between affective commitments towards migration. There is a significant influence between towards migration and internal organizational communication; greater is employees’ satisfaction in regards to personal feedback, the climate of communication. The conclusion is drawn that the tendency to emigrate will prevail in the future within the younger employees.