Trust as the key to relational commitment

Sonia San Mart¡n Guti‚rrez (), Jes£s Guti‚rrez Cill n () and Carmen Camarero Izquierdo ()
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Sonia San Mart¡n Guti‚rrez: Departamento de Econom¡a y Administraci¢n de Empresas, Facultad de Ciencias Econ¢micas y Empresariales, Universidad de Burgos
Jes£s Guti‚rrez Cill n: Departamento de Organizaci¢n de Empresas y Comercializaci¢n e Investigaci¢n de Mercados, Facultad de Ciencias Econ¢micas y Empresariales, Universidad de Valladolid, http://www2.eco.uva.es/ecadem/
Carmen Camarero Izquierdo: Departamento de Organizaci¢n de Empresas y Comercializaci¢n e Investigaci¢n de Mercados, Facultad de Ciencias Econ¢micas y Empresariales, Universidad de Valladolid, http://www2.eco.uva.es/ecadem/

No 2003-02, Working Papers "New Trends on Business Administration". Documentos de Trabajo "Nuevas Tendencias en Dirección de Empresas". from Interuniversity Research Master and Doctorate Program (with a quality mention of ANECA) on "Business Economics", Universities of Valladolid, Burgos, Salamanca and León (Spain). Until 2008, Interuniversity Doctorate Program (with a quality mention of ANECA) “New trends in Business Administration”, Universities of Valladolid, Burgos, and Salamanca (Spain). Master en Investigación y Programa de Doctorado Interuniversitarios (con mención de calidad de la ANECA) en "Economía de la Empresa", Universidades de Valladolid, Burgos, Salamanca y León (España). Hasta 2008, Programa de Doctorado Interuniversitario (con mención de calidad de la ANECA) “Nuevas Tendencias en Dirección de Empresas”, Universidades de Valladolid, Burgos y Salamanca (España).

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.

Date: 2003-06
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Published in Journal of Relationship Marketing, vol. 3, no. 1, 2004, pages 53-77

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More papers in Working Papers "New Trends on Business Administration". Documentos de Trabajo "Nuevas Tendencias en Dirección de Empresas". from Interuniversity Research Master and Doctorate Program (with a quality mention of ANECA) on "Business Economics", Universities of Valladolid, Burgos, Salamanca and León (Spain). Until 2008, Interuniversity Doctorate Program (with a quality mention of ANECA) “New trends in Business Administration”, Universities of Valladolid, Burgos, and Salamanca (Spain). Master en Investigación y Programa de Doctorado Interuniversitarios (con mención de calidad de la ANECA) en "Economía de la Empresa", Universidades de Valladolid, Burgos, Salamanca y León (España). Hasta 2008, Programa de Doctorado Interuniversitario (con mención de calidad de la ANECA) “Nuevas Tendencias en Dirección de Empresas”, Universidades de Valladolid, Burgos y Salamanca (España). Contact information at EDIRC.
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