Business, Management and Accounting
8 years ago

Building Trust and Commitment Key to Successful Marketing Relationships

Journal of Marketing
The Commitment-Trust Theory of Relationship Marketing
Robert M. Morgan, Shelby D. Hunt

Paper Summary

Related papers

Theme background image
Computer Science
4 years ago

Structural Equation Model revolutionizes social science research, surpassing traditional methods.

Spatial Data Mining
Class Membership
Safety Assessment
Business, Management and Accounting
8 years ago

Improved Patient Satisfaction Indexes Empower Healthcare Quality Transformation

Customer Relationships
Patient Satisfaction
Retail Behavior
1 view
Business, Management and Accounting
8 years ago

Structural Equation Models Simplify Patient Satisfaction Insights, Enabling Improved Healthcare Experiences

Customer Relationships
Patient Satisfaction
1 view

Relationship marketing focuses on building successful relationships with customers. This study suggests that commitment and trust are crucial for successful relationship marketing. The researchers tested this idea using data from tire retailers and found that commitment and trust play a key role in successful marketing relationships. Their model, which includes commitment and trust as key factors, outperformed a rival model that did not consider these variables. This suggests that focusing on commitment and trust can lead to more effective marketing strategies.