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Trust as the key to relational commitment

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Author Info
San Martín Gutiérrez, Sonia () (Departamento de Economía y Administración de Empresas, Facultad de Ciencias Económicas y Empresariales, Universidad de Burgos)
Gutiérrez Cillán, Jesús () (Departamento de Organización de Empresas y Comercialización e Investigación de Mercados, Facultad de Ciencias Económicas y Empresariales, Universidad de Valladolid)
Camarero Izquierdo, Carmen () (Departamento de Organización de Empresas y Comercialización e Investigación de Mercados, Facultad de Ciencias Económicas y Empresariales, Universidad de Valladolid)
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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Publisher Info
Paper provided by Interuniversitary Doctorate Program "New Trends on Business Administration", Universities of Valladolid, Burgos and Salamanca (Spain). Programa de Doctorado Interuniversitario "Nuevas Tendencias en Dirección de Empresas", Universidades de Valladolid, Burgos y Salamanca (España). in its series Documentos de Trabajo "Nuevas Tendencias en Dirección de Empresas". Working Papers "New Trends on Business Administration". with number 2003-02.

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Date of creation: Jun 2003
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Publication status: Published in Journal of Relationship Marketing, vol. 3, no. 1, 2004, pages 53-77
Handle: RePEc:ntd:wpaper:2003-02

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Postal: Avda. Valle Esgueva, 6, 47011 Valladolid
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Postal: Av. Valle de Esgueva, 6. E-47011-Valladolid (Spain)
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