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The Commitment-Trust Theory of Relationship Marketing

1994; SAGE Publishing; Volume: 58; Issue: 3 Linguagem: Inglês

10.2307/1252308

1547-7185

Robert M. Morgan, Shelby D. Hunt,

Digital Marketing and Social Media

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.