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.
