The Commitment-Trust Theory of Relationship Marketing
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...
Paper Details
Title
The Commitment-Trust Theory of Relationship Marketing
Published Date
Jul 1, 1994
Journal
Volume
58
Issue
3
Pages
20 - 20
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Notes
History