search query: @author Gundlach, G. / total: 3
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| Author: | Gundlach, G. Achrol, R. Mentzer, J. |
| Title: | The structure of commitment in exchange |
| Journal: | Journal of Marketing
1995 : JAN, VOL. 59:1, p. 78-92 |
| Index terms: | MARKETING SUCCESS MANAGEMENT |
| Language: | eng |
| Abstract: | Commitment is an essential part of successful long-term relationships. Whereas commitments by both parties in an exchange can provide the foundation for development of relational social norms, disproportionate commitments can lead to opportunism by the less committed partner. The authors study the effect of the credibility and proportionality of commitment inputs in an exchange upon the development of relational social norms, opportunism, and long-term commitment intentions. |
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