| Author: | Morgan, R. Hunt, S. |
| Title: | The commitment-trust theory of relationship marketing |
| Journal: | Journal of Marketing
1994 : JUL, VOL. 58:3, p. 20-38 |
| Index terms: | THEORIES MARKETING RESEARCH |
| Language: | eng |
| 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 theorize that successful relationship marketing requires relationship commitment and trust, model relationship commitment and trust as key mediating variables and farther they test the above mentioned key. |
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