The Influence of Customer Commitment and Loyalty Program on Customer Advocacy Behavior in B2B Product

This paper empirically examines the impact of satisfaction and trust on commitment, and explore the effect of commitment on customer advocacy behaviors. The other purpose of this paper also investigate the moderating influence of B2B loyalty program toward supporting customer advocacy and consumer commitment in the context of Indonesias cement sector. The hypothesis framework was developed to assess linkage between customer relationship commitment according trust and satisfaction, also investigate the moderating influence of B2B loyalty programs toward supporting customer advocacy behaviors, including sharing information, marketing research support, word-of-mouth referrals, and increasing repatronage. The model was developed and tested on 148 Building material retailer who become an active customer of the biggest cement manufacture in Indonesia. Assessments of loyalty program effect was conducted by multi-group analysis and Independent T-test. The result reveal a significant impact of consumer trust on consumer commitment and a significant impact of customer commitment on several consumer advocacy behavior. B2B loyalty program membership shows significant moderating effect on several hypothesis framework.