Norms of Normative Commitment in Bangladesh

Unique characteristics of emerging economy such as shortage of resources, power imbalances, social inequalities demand examining normative commitment in this context. Following the person-centric argument of commitment profiles claiming that an individual can have a combination of all three types of commitment at the same time, the study explores the states of normative commitment as an outcome of high/low affective and calculative commitment using four alternative models. Findings from survey data confirmed that normative commitment toward an organization is high when customers have higher affective commitment with any level (high or low) of calculative commitment. Supporting social identity theory, the findings confirmed that any level of affect help to initiate normative commitment toward an organization.