the commitment trust theory of relationship marketing pdf

endobj << << << Morgan, R.M., & Hunt, S.D. /K [7 429 0 R 9] /Parent 4 0 R << 351 0 R 352 0 R 353 0 R 354 0 R 355 0 R 356 0 R 357 0 R 358 0 R 359 0 R 360 0 R /Type /Page /A 575 0 R /A 823 0 R >> /S /Normal /C /Normal endobj The Commitment-Trust Theory of Relationship Marketing ROb Morgan 1994, the journal of marketing The cooperative aspect of economic behavior has been relatively neglected. >> /C /Normal /Pg 27 0 R /Pg 28 0 R >> << /S /Normal /S /Normal /EndIndent 0.0 /Pg 28 0 R /A 726 0 R /C /Normal /Dest [17 0 R /XYZ 0 664 0] 211 0 obj /S /Normal /S /Normal /Pg 27 0 R /TextAlign /Center 88 0 obj /C /Normal >> endobj /DropCap /Figure /Type /Catalog << /C /Normal /Font << /C /Normal 353 0 obj >> 382 0 obj /P 634 0 R /C /Heading#201#2CHeading#201#20Char /ColorSpace << /A 598 0 R <> endobj >> >> /K 1 /ColorSpace << /C /Normal /K 5 /S /Normal endobj /CreationDate (D:20150421174932-07'00') endobj /P 695 0 R /P 872 0 R /Pg 27 0 R /C /Normal /Rect [81.0 617.094 123.96 629.106] /Type /Action /Pg 26 0 R << >> 129 0 obj >> /A 649 0 R _wUzw8?kWcZZ_-}~wU0]m],P8&St^ ?w~>D68Cr^6]ikD}/;Wkza][L' SMoUA. << << /S /Normal /StructParents 8 << >> /A 580 0 R /C /Normal /C /Normal /A 574 0 R /S /Normal /S /Normal /P 14 0 R /ProcSet [/PDF /Text] /K 67 /A 535 0 R /P 985 0 R /K 73 << endobj /C /Normal /Pg 25 0 R 138 0 obj endobj /A 561 0 R << << /C /Normal 370 0 obj /A 688 0 R /C /Normal The relationship commitment-trust theory by Morgan and Hunt (1994) has been particularly influential. << endobj /A 560 0 R /S /Normal /CS0 [/ICCBased 466 0 R] /C /Normal /P 990 0 R /A 903 0 R /P 956 0 R /P 956 0 R /C /Normal >> /P 790 0 R /Pg 27 0 R 57 0 obj 125 0 obj 245 0 obj 378 0 obj /P 14 0 R << /Pg 21 0 R /Parent 12 0 R >> /S /Normal endobj 28 0 obj /S /Normal /C /Normal 371 0 R 372 0 R 373 0 R 374 0 R 375 0 R 376 0 R 377 0 R 378 0 R 379 0 R 380 0 R endobj The establishment of an ethical climate within the company is considered an intangible resource that has positive effects on growth of performance. endobj endobj << >> /C /Normal >> /C /Normal 2011-04-06T23:10:02+01:00 /C /Normal /C /Normal The Commitment-Trust Theory of Relationship Marketing - Robert M. Morgan, Shelby D. Hunt, 1994 Impact Factor: 5-Year Impact Factor: Restricted access Research article First published July 1994 The Commitment-Trust Theory of Relationship Marketing Robert M. Morgan and Shelby D. Hunt View all authors and affiliations Volume 58, Issue 3 /Border [0 0 0] /K 70 91 0 obj 2 [213 0 R 213 0 R 213 0 R 213 0 R 213 0 R 213 0 R 213 0 R 213 0 R 213 0 R 213 0 R /Pg 28 0 R /K 13 /A 931 0 R << endobj /S /URI /P 14 0 R <> endobj 347 0 obj /C /bibliography /A 792 0 R /C /Normal /S /Normal << To learn more, view ourPrivacy Policy. /A 645 0 R << /C /Normal /P 14 0 R << 294 0 obj /S /Normal /S /Normal /Pg 28 0 R 108 0 obj 199 0 obj >> endobj /S /bibliography /Creator (Acrobat PDFMaker 6.0 for Word) International Journal of Hospitality Management. /Pg 27 0 R /SpaceBefore 12.0 166 0 obj /Pg 28 0 R To learn more, view ourPrivacy Policy. /S /Normal /P 850 0 R /P 590 0 R /TT1 469 0 R 391 0 R 392 0 R 393 0 R 394 0 R 395 0 R 396 0 R 397 0 R 398 0 R 399 0 R 400 0 R << << /Pg 27 0 R /Pg 28 0 R /Pg 27 0 R /A 545 0 R /S /Normal /C /Normal endobj /Type /Metadata /P 14 0 R /P 14 0 R /D [21 0 R /XYZ 0 792 null] 291 0 obj /A 821 0 R << /S /Normal << /P 799 0 R << /A 579 0 R /Pg 28 0 R /S /Normal /A 863 0 R << endobj /Properties << synlgmtgo nark`tgjc (Uaraharadaj ajh \adaratjan 1765), r`omcjgz`s tfat cimlai omnp`tgtgmj moours gjor`asgjciy l`-, \ml`rt N. Nmrcaj gs aj Assgstajt Rrme`ssmr me Nark`tgjc, Pjgv`rsgty me Ai-. 85 0 obj << /CS0 [/ICCBased 466 0 R] << endobj /C /Normal /C /Normal /Pg 28 0 R 183 0 obj /Pg 21 0 R /C /Normal /K 4 /K 61 /StartIndent 0.0 136 0 obj <> endobj 148 0 obj <>stream /Rotate 0 11 0 obj /K 0 >> <> endobj << << /C /Normal /C /Normal /C /Normal >> /P 14 0 R 149 0 obj /CS0 [/ICCBased 466 0 R] /C /Normal /S /Normal /P 14 0 R /P 14 0 R /S /Normal /C /Normal /S /Normal /GS0 467 0 R 395 0 obj By using our site, you agree to our collection of information through the use of cookies. /K 64 54 0 obj /K 27 /C /Normal 321 0 obj >> /A 613 0 R /P 14 0 R /K 83 endobj 252 0 obj /Pg 21 0 R /S /Normal /C /Normal /S /bibliography 325 0 obj /Nums [0 [41 0 R 42 0 R 43 0 R 44 0 R 45 0 R 46 0 R 47 0 R 48 0 R 49 0 R 50 0 R /P 14 0 R /ColorSpace << 141 0 R 142 0 R 143 0 R 144 0 R 145 0 R 146 0 R 147 0 R 148 0 R 149 0 R 150 0 R /A 568 0 R /TT4 479 0 R /K 52 /C /Body#20Text#20Indent 37 0 obj 408 0 obj Academia.edu uses cookies to personalize content, tailor ads and improve the user experience. /Pg 28 0 R 317 0 obj /C /Body#20Text >> Gj gjhustrgai nark`tgjc, Daoksmj (1760, p. <), r`e`rs tm r`iatgmjsfgp nark`tgjc as "nark`tgjc, warh strmjc, iastgjc r`iatgmjsfgps wgtf gjhgvghuai ao-, omujts." /Type /Annot /Pg 25 0 R /P 753 0 R /Filter /FlateDecode >> << endobj << endobj << 423 0 obj After conceptualizing relationship Expand 21,331 PDF Brand trust in the context of consumer loyalty endobj >> /C /Normal /C /Normal <> >> /P 775 0 R /WritingMode /LrTb /K 14 /A << /Next 19 0 R /ModDate (D:20150421174932-07'00') 192 0 obj /S /Normal /bibliography 40 0 R /S /Normal << 226 0 obj /K 40 endobj /C /Normal /Next 10 0 R /A 611 0 R >> 23 0 obj 141 0 obj /C /Normal /ExtGState << /P 14 0 R endobj /TOAI /TOCI /GS0 467 0 R This study extends the commitment-trust theory from the perspective of relationship marketing and explores its effect on purchase intention under the moderation of trust by investigating vloggers' relationship marketing in the context of social media.,The study employs a survey investigation with online questionnaires in China, and the . /TT1 469 0 R /C /Normal <> 124 0 obj /Pg 22 0 R /Pg 27 0 R >> /C /Normal /O /Layout /C /Normal >> /WritingMode /LrTb 377 0 obj 319 0 obj /A 766 0 R 20 I Journal of Marketing, July 1994 driven, are ''held together and coordinated by market driven focal organizations" by means of "norms of sharing and commitment based on trust.'' These global dynamics have resulted in the somewhat paradoxical nature of relation-ship marketing: To be an effective competitor (in the global economy) requires one to be a trusted cooperator (in some network). /F1 448 0 R /ColorSpace << 401 0 R 402 0 R 403 0 R 404 0 R 405 0 R 406 0 R 407 0 R 408 0 R 409 0 R 410 0 R endobj /P 14 0 R /K 48 /C /Normal >> The Commitment-Trust Theory of Relationship Marketing R. Morgan, S. Hunt Business 1994 Relationship marketingestablishing, developing, and maintaining successful relational exchangesconstitutes a major shift in marketing theory and practice. 313 0 obj endobj /S /Normal /S /Normal << >> /S /author >> 181 0 R 182 0 R 183 0 R 184 0 R 185 0 R 186 0 R 187 0 R 188 0 R 189 0 R 190 0 R >> /P 992 0 R /Parent 5 0 R /Pg 28 0 R >> /S /Normal /P 586 0 R 276 0 obj 251 0 obj /Pg 21 0 R >> /S /Normal /S /Normal /Length 4014 /P 644 0 R << >> >> /MC0 472 0 R << /GS0 467 0 R /S /Normal /C /Normal /P 910 0 R /A 686 0 R /K 3 /TT0 468 0 R 241 0 obj /Parent 9 0 R /A 742 0 R A study with 295 consumers was realized. 7 0 obj /Type /Action << /K 1 /C /Normal /A 913 0 R << /StructParents 9 /C /Normal >> /S /Normal 380 0 obj /P 14 0 R me pur` ajh p`re`ot omnp`tgtgmj. 111 0 R 112 0 R 113 0 R 114 0 R 115 0 R 116 0 R 117 0 R 118 0 R 119 0 R 120 0 R /S /Normal >> /C /Normal << /K 84 /S /Normal /S /Normal /S /Normal /S /Normal 384 0 obj /C /bibliography /Pg 27 0 R /A 881 0 R << endobj 17 0 obj /C /Normal /P 595 0 R Ethics occupies predominant place in the management of the company, view it role in the development of ethical behavior of employees. /P 628 0 R endobj /K 8 endobj >> /A 718 0 R 131 0 R 132 0 R 133 0 R 134 0 R 135 0 R 136 0 R 137 0 R 138 0 R 139 0 R 140 0 R >> /C /Normal /K 14 /A 861 0 R >> /S /Normal 29 0 obj /K [119 820 0 R] 398 0 obj /GS0 467 0 R << /Contents 485 0 R /C /Normal endobj /K 14 /C /Normal /S /Normal /Type /Annot /K 10 /K 105 219 0 obj >> 25 0 obj 148 0 obj >> /S /Heading#201#2CHeading#201#20Char >> /C /Normal /P 888 0 R /A 778 0 R /C /Normal /P 938 0 R /A 935 0 R /A 919 0 R /A 647 0 R 109 0 obj /S /Normal << endobj /P 878 0 R endobj /A 538 0 R >> 90 0 obj /K 23 /P 14 0 R /Type /Annot /K 8 endobj /P 14 0 R /S /Normal /S /Normal /S /Normal The Commitment-Trust Theory of Relationship Marketing R. Morgan, S. Hunt Business 1994 Relationship marketingestablishing, developing, and maintaining successful relational exchangesconstitutes a major shift in marketing theory and practice. Even a special Commitment-Trust-theory was proposed by Morgan &Hunt (refered to as M&H) to address the mediating influence of these two concepts. /XObject << /P 662 0 R endobj /P 14 0 R /K [213 0 R 26] /K 10 /A 602 0 R /Pg 28 0 R << << /K 47 /S /affiliation << /C /Body#20Text#20Indent endobj /C /Normal 157 0 obj 115 0 obj 275 0 obj /S /Normal /Pg 28 0 R endobj /C /Normal >> 306 0 obj /K 75 /S /bibliography /A 523 0 R /P 787 0 R 171 0 R 172 0 R 173 0 R 174 0 R 175 0 R 176 0 R 177 0 R 178 0 R 179 0 R 180 0 R /P 593 0 R /P 646 0 R endobj /Pg 27 0 R << /P 912 0 R /S /Normal /P 707 0 R /S /Normal /P 14 0 R /GS0 467 0 R /Pg 26 0 R 272 0 obj /Pg 27 0 R << /K 45 /P 701 0 R /P 779 0 R /S /Normal endobj /P 14 0 R /MediaBox [0 0 612 792] /K 51 /S /Normal /P 920 0 R /Pg 28 0 R /S /Normal /Pg 27 0 R /C /Normal /Pg 27 0 R Lusgj`ss `tfgogsts aism str`ss, tfat omnp`tgtgmj r`qugr`s ommp`ratgmj (_mimnm. /K 97 /K 63 >> 216 0 obj 356 0 obj /P 934 0 R /K 11 10 [201 0 R 202 0 R 203 0 R 204 0 R 205 0 R 206 0 R 207 0 R 208 0 R 429 0 R 208 0 R 81 0 obj gali` nmh`i, succ`stgmjs emr eurtf`r `xpigoatgjc ajh t`stgjc gt ar` mee`r`h. 140 0 obj Raui (1766) ahmpts Daoksmj's vg`w gj, oar` nark`tgjc ar`a, as hm`s M'J`ai (1767) gj fgs hgsous-, Do not sell or share my personal information. /A 710 0 R /K 0 /S /Normal endobj >> /Body#20Text 32 0 R <> << /S /Normal /S /Normal /Metadata 2 0 R 104 0 obj /S /Normal /P 685 0 R /S /Normal Grounded in the commitmenttrust theory (KMV) and the Technology Acceptance Model (TAM), this paper seeks to develop and empirically test a comprehensive framework to examine which factors influence consumer intentions to book hotel online. endobj endobj /P 652 0 R endobj /P 767 0 R /A 609 0 R << /A 833 0 R /C /Normal /P 640 0 R /C /bibliography endobj /A 812 0 R 383 0 obj 1 [54 0 R 55 0 R 56 0 R 57 0 R 58 0 R 59 0 R] /A 996 0 R /CS0 [/ICCBased 466 0 R] endobj /S /Normal 207 0 obj /ColorSpace << endobj endobj /K 9 endobj the inluence of relationship marketing on customer satisfaction using Nigeria as an example. /K 8 /S /Normal >> 20 21 22 23 24 25] >> /C /Heading#201#2CHeading#201#20Char endobj Commitment is linked to trust and relationship expectations, as well as its outcome, satisfaction. /CS0 [/ICCBased 466 0 R] >> /SpaceAfter 18.0 endstream endobj 43 0 obj <>stream /Pg 28 0 R /S /Normal /P 14 0 R k`tgjc r`qugr`s r`iatgmjsfgp omnngtn`jt ajh trust. >> /C /Normal endobj /Pg 30 0 R << >> /S /Normal endobj /P 14 0 R /Pg 22 0 R /P 14 0 R /S /Normal endobj /Normal /P /A 502 0 R /WritingMode /LrTb /P 876 0 R /P 914 0 R /A 696 0 R >> /S /bibliography /P 14 0 R /K 50 /K 21 /P 14 0 R /K 89 /A 553 0 R << 268 0 obj S` us` gjemrnatgmj t`ofjmimcy ajh tmmis tm gjor`as` prmhuotgvgty ajh eaogigtat` j`w emrns me sofmiarsfgp. 304 0 obj 187 0 obj /Properties << /C /Normal /A 663 0 R <> /K 3 /Type /Page /RoleMap 16 0 R 250 0 obj >> /MediaBox [0 0 612 792] << << /A 529 0 R << >> << /C /Normal 274 0 obj /K 25 >> /C /abstract /S /Normal /P 14 0 R 361 0 obj /C /Normal /Rect [354.784 97.5415 430.2 105.5495] /C /Normal /C /Normal /Pg 28 0 R 86 0 obj /C /Normal /S /Normal /CropBox [0 0 612 792] << /A 511 0 R /P 751 0 R 182 0 obj /P 916 0 R /P 14 0 R Robert M. Morgan & Shelby D. Hunt The Commitment-Trust Theory of Relationship Marketing Relationship marketing-establishing, developing, and maintaining successful relational exchanges-constitutes a major shift in marketing theory and practice. Their seminal KMV (Key Mediating Variables) model has been a significant contribution to our understanding of relationship marketing. /K 71 /S /bibliography 394 0 obj /P 866 0 R /S /Normal >> /A 639 0 R >> >> /Parent 11 0 R /C /Normal /K 31 This paper aims to reexamine the commitmenttrust theory (CTT) of relationship marketing in the online retailing context. /O /Layout /C /bibliography >> << /Pg 30 0 R /P 14 0 R /Type /Page 220 0 obj /C /Normal >> << << /S /Normal endobj endobj /C /Normal /S /Normal /P 749 0 R >> endobj /P 817 0 R 349 0 obj /C /Normal Emurtf, w` t`st, nmlgi` tgr` r`tagi`rs. /C /Normal << /K 42 /C /Normal /C /Normal >> /CreatorInfo << << endobj /affiliation 38 0 R /Pg 23 0 R 31 0 obj /Pg 23 0 R /P 14 0 R endobj /Pg 26 0 R /C /Normal endobj >> /C /Normal JRAPublish 3.000 endobj >> /S /Normal /Rotate 0 402 0 obj /P 858 0 R << /C /Normal 411 0 obj /C /Normal /Pg 28 0 R /K 30 /A 551 0 R /P 14 0 R /K 66 /P 14 0 R /P 918 0 R /P 940 0 R >> /K 6 /A 558 0 R /Last 18 0 R /S /Normal /C /Normal /Type /Page /P 14 0 R /C /Normal /P 14 0 R /P 898 0 R << /A << << /Pg 27 0 R /Pg 27 0 R /K 7 endobj /Font << 114 0 obj /P 719 0 R >> /CropBox [0 0 612 792] /P 14 0 R /C /Normal /S /Normal /Pg 27 0 R /C /Normal /S /Normal /K 32 >> endobj << /F5 452 0 R /MC0 472 0 R Economists speak of competitive theory, of pure and perfect competition. endobj >> /A 780 0 R >> /S /Normal /A 651 0 R /A 800 0 R /Heading#201#2CHeading#201#20Char /P /MediaBox [0 0 612 792] << << /EndIndent 0.0 117 0 obj << /K 118 /A 796 0 R /S /Normal /Subtype /Link /S /Normal /C /Normal In marketing and relationship marketing literature, a number of theories have been discussed. 2011-04-06T23:10:02+01:00 << The Commitment-Trust Theory of Relationship Marketing R. Morgan, S. Hunt Business 1994 Relationship marketingestablishing, developing, and maintaining successful relational exchangesconstitutes a major shift in marketing theory and practice. /S /Normal 131 0 obj /ColorSpace << /K 23 endobj /K 5 158 0 obj endobj /Pg 30 0 R endobj /P 14 0 R /Pg 23 0 R /OCProperties << << /K 51 /A 768 0 R << endobj /P 14 0 R endobj /P 14 0 R /S /bibliography 49 0 obj /P 789 0 R endobj endobj /Type /OCG << /Parent 11 0 R /Pg 27 0 R /TT1 469 0 R /P 14 0 R /A 814 0 R /K 2 /S /Normal /Type /Annot /TT2 470 0 R /Pg 28 0 R >> /K 5 18 0 obj << /Pg 27 0 R /C /Normal /Properties << /K 85 >> /S /Normal /S /Normal 362 0 obj /A 666 0 R /P 892 0 R /P 14 0 R 244 0 obj Academia.edu no longer supports Internet Explorer. /Pg 28 0 R /C /bibliography 93 0 obj endobj << << endobj /TT3 471 0 R /S /Normal 361 0 R 362 0 R 363 0 R 364 0 R 365 0 R 366 0 R 367 0 R 368 0 R 369 0 R 370 0 R >> << << >> /K 37 >> 122 0 obj /C /Normal << /Pg 27 0 R /Pg 26 0 R endobj /K 1 /A 702 0 R >> /K 77 /MC0 472 0 R << >> After conceptualizing relationship marketing and discussing its ten /S /Normal /C /Normal >> /K 72 << >> /SpaceAfter 0.0 endobj /S /Normal >> 346 0 obj 130 0 obj 100 0 obj /S /Normal /Pg 28 0 R 97 0 obj /S /Normal /S /Normal /Pg 28 0 R /EndIndent 0.0 << /C /Normal endobj /S /Body#20Text /Length 562 /A 554 0 R endobj /K 4 These constitute mediating variables between ethics and performance. >> /CS0 [/ICCBased 466 0 R] Using 62 field interviews from participants at different levels of each organization, the paper develops a model of buyer-seller problem solving based on interpersonal relationship literature. /P 781 0 R >> /K 13 /K 112 415 0 obj 386 0 obj /S /URI /K 76 /Rotate 0 /K 87 << 273 0 obj 429 0 obj >> << /S /Normal /Pg 27 0 R /P 14 0 R << /K 66 << /StartIndent 0.0 /P 896 0 R /StructParents 2 R T. 1994, the journal of marketing. /K 0 /A 847 0 R /P 14 0 R /Contents 477 0 R >> << /Parent 12 0 R /S /affiliation /C /Normal << /S /Normal /A 951 0 R endobj /S /Normal 181 0 obj /C /Normal 61 0 obj /Pg 28 0 R /First 456 0 R /C /Normal endobj 357 0 obj >> /S /Normal /C /Normal /C /Normal /A 897 0 R /P 922 0 R /A 714 0 R 151 0 obj /C /Normal /Pg 28 0 R /P 981 0 R /Pg 28 0 R 120 0 obj /A 497 0 R endobj /StartIndent 0.0 >> >> /A 515 0 R endobj >> /C /Normal In the theory of relation- ship marketing, trust and commitment usually appear in a pair and are inseparable. 58 0 obj >> /P 828 0 R 106 0 obj /C /Normal >> >> /K 14 0 R 261 0 obj /GS0 467 0 R >>

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