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The Commitment-Trust Theory of Relationship Marketing

The Commitment-Trust Theory of Relationship Marketing 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing SAGE

The Commitment-Trust Theory of Relationship Marketing

Journal of Marketing , Volume 58 (3): 19 – Jul 1, 1994

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References (132)

Publisher
SAGE
Copyright
© 1994 American Marketing Association
ISSN
0022-2429
eISSN
1547-7185
DOI
10.1177/002224299405800302
Publisher site
See Article on Publisher Site

Abstract

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

Journal of MarketingSAGE

Published: Jul 1, 1994

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