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The Commitment-Trust Theory of Relationship Marketing
Robert M. Morgan and Shelby D. Hunt
Journal of Marketing
Vol. 58, No. 3 (Jul., 1994), pp. 20-38
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1252308
Page Count: 19
You can always find the topics here!Topics: Marketing, Trust, Opportunistic behavior, Cooperation, Syntactical antecedents, Modeling, Tires, Distribution channels, Conceptualization, Retail stores
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Relationship marketing-establishing, developing, and maintaining successful relational exchanges-constitutes a major shift in marketing theory and practice. After conceptualizing relationship marketing and discussing its ten forms, the authors (1) theorize that successful relationship marketing requires relationship commitment and trust, (2) model relationship commitment and trust as key mediating variables, (3) test this key mediating variable model using data from automobile tire retailers, and (4) compare their model with a rival that does not allow relationship commitment and trust to function as mediating variables. Given the favorable test results for the key mediating variable model, suggestions for further explicating and testing it are offered.
Journal of Marketing © 1994 American Marketing Association