Article2004

Trust as the Key to Relational Commitment

Sonia San Martín Gutiérrez · Jesús Gutiérrez Cillán · Carmen Camarero Izquierdo

45 citations0/0 files storedJournal of Relationship Marketing

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Customer Service Quality and Loyalty Quality and Supply Management Consumer Behavior in Brand Consumption and Identification

Abstract

The point of view of customers has been neglected by most of the relationship marketing literature. This paper, which draws on the Morgan and Hunt's commitment-trust theory (1994), proposes a model that explains the causal origins of relational commitment and highlights the role of trust as a central antecedent rather than other economic variables. In fact, consumer's trust in the firm's intentions and values turns out to be the most significant antecedent of a solid and lasting commitment. The model is tested for the relationship that customer develops with their usual garages.

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References

1994The Commitment-Trust Theory of Relationship Marketing 1995An Integrative Model Of Organizational Trust 1991A three-component conceptualization of organizational commitment 1995An Integrative Model of Organizational Trust 1987Developing Buyer-Seller Relationships 1993Lisrel 8: Structural Equation Modeling With the Simplis Command Language 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 1997An Examination of the Nature of Trust in Buyer-Seller Relationships

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