The Commitment - Trust Theory of Relationship Marketing
نویسنده
چکیده
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 tnjst, (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.
منابع مشابه
Studying the Effects of Relationship marketing on donors' Behavioral reactions ( case study: the Imam Khomeini Relief Committee of the city of Ilam)
Relationship marketing to create, develop and maintain long-term relationships with customers. Relationship marketing theory confirms the commitment of the impact of trust and commitment, in turn, will be determined by behavior. This marketing is different with Marketing Trading. The aim of this research is presenting an interactive relationship marketing model for charities and reaction of don...
متن کاملEffect of Commitment and Trust towards Micro-blogs on Consumer Behavioral Intention: A Relationship Marketing Perspective
The purpose of this study is to explore consumers’ views on enterprises conducting relationship marketing through micro-blogging. The basis of this study is the base on commitment-trust theory with the influences of consumers’ satisfaction with the micro-blog page of enterprises, corporate images, commitment, trust, and sense of community on consumers’ behavioral intention. The result of this s...
متن کاملAffective Relationship Commitment in Industrial Customer-Supplier Relations: A Psychological Contract Approach ABSTRACT Based on social exchange theory, a vast body of research has applied trust-commitment theory to explain marketing relationships and to predict their outcome in industrial contexts. Affective commitment
Based on social exchange theory, a vast body of research has applied trust-commitment theory to explain marketing relationships and to predict their outcome in industrial contexts. Affective commitment in particular has drawn much attention. A review of the literature shows that the research in the field is both scattered and fragmented. Further, the cultural context surrounding the relationshi...
متن کاملThe effect of website features in online relationship marketing: A case of online hotel booking
The primary objective of this research is to develop a theory-based model of utilitarian and hedonic website features, customer commitment, trust, and e-loyalty in an online hotel booking context. Structural Equation Modeling was deployed to test research hypotheses. Findings highlight the importance of creating loyalty by focusing on both hedonic and utilitarian features. Affective commitment ...
متن کاملBuilding Relationships between Business Schools and Students: An Empirical Investigation into Student Retention
This study uses the relationship marketing theory of commitment and trust as a framework to investigate the issue of student retention in business schools. Structural equation modeling was used to examine relationships specified by Morgan and Hunt's (1994) theory of relationship marketing. Students' commitment to the business schools were determined by perceived benefits of attending the school...
متن کامل