Abstract
This paper investigates customer commitments to suppliers based on customer performance outcomes, supplier quality and delivery performance, the presence of relational norms and customer perspectives of environmental uncertainty over the duration of the customer-supplier relationship. Customer commitments to suppliers during short, intermediate and long-term relationships are investigated with the results showing that the influences of performance, relational norms and environmental uncertainty differ as the duration of the relationship extends over time. These results also offer suppliers insights into how they could vary their marketing and sales strategies to influence customer loyalty over time.
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