Seaoil VIP Club influenceing affective and calculative commitment of members and non-members on brand loyalty

Abstract

This is a descriptive survey study that aims to determine how members and nonmembers of SEAOIL VIP Club are similar or different in terms of the influence of their calculative and affective commitment on true brand loyalty. There were a hundred customers as respondents for the questionnaire and one interviewee from the Marketing Department of SEAOIL Philippines. Convenience sampling was used because they were chosen based on their availability during the data gathering period. Descriptive quantitative analysis was used in order to analyze the data from the questionnaire. Correlation test such as Pearson's r and gamma coefficient were used to determine the direction and significance of relationship between commitment and loyalty. The major findings include for both members and non-members, the group with the most number of categorized respondents in terms of affective commitment is the high group while for calculative commitment is the moderate group. According to the interviewee, calculative commitment factors such as price, convenience and habit influence loyalty. The conclusion is that there is a moderate influence of affective and calculative commitment on true brand loyalty for members and that there is a moderate and strong influence of affective and calculative commitment on true brand loyalty for non-members.