Choices made by the customer at this level are usually based on price instead of a bond shared with the seller. Features and programs are developed by the seller to try and increase the customer s loyalty are usually not effective because they are easily duplicated by competitors. The second level involves social exchanges based on deeper links than the first. Multiple positive interactions lead to customer loyalty. The first level had the link of financial motivation, at the second level the seller tried to establish a relationship.
Consumers begin to feel that they receive benefits from continuing to visit that particular firm.
The buyer is motivated to return to the firm by his sense of belonging, attentive service and some product customization in order to meet their needs. The highest level of buyer commitment occurs when the social relationship grows into a true partnership. The buyer and seller begin working closely together in order to meet each other s needs. They develop a dependence on one another. At this level the seller is greatly aware of the customer' needs and customizes goods and services to ensure that they are met.