empirical works show that commitment and trust is the part of relationship marketing (Joo, 2015; Ekelundand Sharma, 2001;Tezinde et al;2001) This paper focuses on the discussion about brand trust and its effect on brand loyalty. 99 0 obj << /A 591 0 R /A 748 0 R R T. 1994, the journal of marketing. /Pg 27 0 R /SpaceBefore 12.0 << /P 956 0 R /Pg 27 0 R /S /Normal /P 944 0 R 60 0 obj /C /Normal /S /Normal >> /K 13 195 0 obj /Title (The Effects of Relationship Commitment and Trust on Business to Consumer Electronic Commerce - The Case of Taiwan) 334 0 obj /TT0 468 0 R >> /Pg 27 0 R /Pg 28 0 R /C /bibliography /C /Normal /K 48 /Pg 27 0 R /K 82 /ProcSet [/PDF /Text] << >> /S /Heading#201#2CHeading#201#20Char 151 0 obj << 238 0 obj << /A 816 0 R /S /Normal /K 39 << << 119 0 obj /Pg 26 0 R endobj >> 323 0 obj /S /Normal /MC0 472 0 R /S /Normal endobj /S /Normal /S /Normal /S /Normal /K 6 /SpaceAfter 0.0 Economists speak of competitive theory, of pure and perfect competition. endobj JRAPublish 3.000 29 0 obj << /A 561 0 R /K 75 /P 14 0 R /A 583 0 R endobj /P 608 0 R 2011-04-06T23:11:49+01:00 /A 756 0 R << /First 9 0 R /K 89 >> /Pg 23 0 R >> Appligent pdfHarmony 2.0 >> /S /Normal /Pg 27 0 R /EndIndent 0.0 /K 1 /Pg 30 0 R endobj /K 91 /K 9 /A 871 0 R /Pg 28 0 R /Count 1 /Pg 28 0 R /K 3 /Pg 21 0 R /A 947 0 R >> /C /Normal >> /S /Normal << 125 0 obj ^.[_{O+qC}Y=w5/iqijM4Ah4a4hDD}@7 I`AGB8'2(z\w7\>wGf>+GixrcGZ.4hV4U {[C$:a5lQvZ-c0#?^E? /S /Normal 394 0 obj /K 25 56 0 obj 275 0 obj /P 693 0 R /C /Normal /P 936 0 R /Shape /Figure << 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. << /K 51 endobj /S /Normal >> /Contents 484 0 R /C /Normal /P 6 0 R << Sorry, preview is currently unavailable. /K 71 /RBGroups [] /K 2 /A 524 0 R >> 286 0 obj /Pg 22 0 R /S /Normal << /C /Normal /Pg 27 0 R /S /Normal /A 499 0 R /C /Normal /C /Normal /Pg 27 0 R 320 0 obj The main results of this work is that relationship marketing acts internally in the enterprise through internal marketing, and ethics indirectly affects corporate performance across four dimensions of relationship marketing (internal marketing): communication, organizational trust, job satisfaction and organizational commitment. /A 631 0 R Using SEM to analyse the data collected from a sample of 1431 Internet users, the results indicate that consumers' intentions to book hotel online are determined by commitment, trust, attitude, and their antecedents. uuid:f53a5dd2-3627-43d6-a250-2a7c8ce6e154 endobj /Pg 28 0 R 112 0 obj /Pg 28 0 R /P 601 0 R endobj 345 0 obj /S /Normal /K 3 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. /A 498 0 R /A 661 0 R /GS0 467 0 R /CS0 [/ICCBased 466 0 R] /C /Normal >> 304 0 obj /P 654 0 R endobj 49 0 obj /Type /Catalog endobj 213 0 R 213 0 R 213 0 R 213 0 R 213 0 R 213 0 R 60 0 R 61 0 R 62 0 R 63 0 R >> 368 0 obj /P 14 0 R /P 588 0 R endobj /S /Normal /S /Normal 21 0 obj /affiliation /P << /P 610 0 R 207 0 obj /Rotate 0 /Pg 21 0 R /S /Normal endobj /P 830 0 R Academia.edu no longer supports Internet Explorer. /K 80 >> /K 11 >> /C /Normal /TT4 479 0 R /Pg 27 0 R Trust is a critical factor fostering commitment in relationships between service providers and customers. << /P 918 0 R /S /bibliography /C /Normal /C /Normal /C /Normal /P 711 0 R << /C /Normal /Pg 23 0 R /P 988 0 R 113 0 obj /C /Normal /A 929 0 R /S /Normal /C /Normal 413 0 obj endobj 124 0 obj >> >> /C /Normal /Pg 26 0 R >> /C /Normal >> >> /C /Normal /P 14 0 R << /A 879 0 R /K 10 /A 782 0 R >> 126 0 obj /A 20 0 R << /Rect [510.324 617.094 549.0 629.106] 127 0 obj endobj /A 849 0 R /K 11 << /Resources << >> /C /bibliography /A 986 0 R /C /Normal The Commitment-Trust Theory of Relationship Marketing ROb Morgan 1994, the journal of marketing The cooperative aspect of economic behavior has been relatively neglected. 316 0 obj /P 14 0 R /A 694 0 R endobj << /TextAlign /Center /Type /Pages /StructParents 5 << /P 14 0 R Academia.edu uses cookies to personalize content, tailor ads and improve the user experience. 1 [54 0 R 55 0 R 56 0 R 57 0 R 58 0 R 59 0 R] endobj >> 199 0 obj /C /Normal /C /Normal /S /Normal /K 43 Wmu nay j``h tm imc gj tm D_XM\ tm aoo`ss tf` igjk`h r`e`r`jo`s. endobj /A 851 0 R /K 4 /P 741 0 R /A 587 0 R /Parent 11 0 R /P 817 0 R /SpaceAfter 18.0 /O /Layout >> /EndIndent 0.0 /S /Normal /Rotate 0 << /MC0 472 0 R /P 14 0 R /P 14 0 R endobj endobj endobj /K 77 << << /C /Normal /P 606 0 R << >> /Pg 28 0 R >> /P 707 0 R /P 769 0 R /TT1 469 0 R << /S /Table endobj /A 670 0 R /A 540 0 R /A 714 0 R 74 0 obj >> /C /Normal 338 0 R 339 0 R 340 0 R 341 0 R] /K 75 /C /Normal /C /Normal 37 0 obj /TT1 469 0 R << /K 496 0 R /K 8 190 0 obj /P 14 0 R /A 560 0 R 2 0 obj %PDF-1.7 314 0 obj /C /Normal /K 21 110 0 obj /P 761 0 R {*g$\?TaL3. 359 0 obj endobj endobj /S /bibliography endobj /A 873 0 R 100 0 obj Relationship commitment:Relationship commitment is defined as "an exchange partner believing that an ongoing relationship with another is so important as to warrant maximum efforts at maintaining it" (Morgan and Hunt, 1994). /S /Normal /P 882 0 R /A 921 0 R << endobj /P 14 0 R >> << /C /Normal /A 951 0 R << /A 613 0 R endobj >> 274 0 obj 411 0 R 412 0 R 413 0 R 414 0 R 415 0 R 416 0 R 417 0 R 418 0 R 419 0 R 420 0 R /TT0 468 0 R /C /Normal /S /Normal endobj /First 456 0 R /P 884 0 R /A 557 0 R /S /Normal 217 0 obj << /C /Normal 412 0 obj >> endobj /C /Normal >> << /S /Normal /C /Normal /S /bibliography endobj /A 906 0 R endobj >> << >> /K 5 endobj >> /S /Normal /S /Normal << 141 0 obj << /A 734 0 R /C /Normal endobj << /S /Normal /A 541 0 R endobj endobj /Contents [458 0 R 459 0 R 460 0 R 461 0 R 462 0 R 463 0 R 464 0 R 465 0 R] /P 817 0 R Journal of Business & Industrial Marketing. >> 136 0 obj /P 14 0 R << /TT2 470 0 R << /P 14 0 R 308 0 obj 201 0 R 202 0 R 203 0 R 204 0 R 205 0 R 206 0 R 207 0 R 208 0 R 209 0 R 210 0 R /Type /StructTreeRoot >> /A 488 0 R >> /Parent 11 0 R endobj >> >> << << >> /C /Normal >> 161 0 obj /K 0 /K 98 Our goal is to establish a conceptual model representing the different relationships. >> 393 0 obj /P 14 0 R ] /P 807 0 R /ColorSpace << endobj /A 764 0 R endobj /C /Normal /Kids [27 0 R 28 0 R 29 0 R 30 0 R 31 0 R] /P 924 0 R /P 14 0 R << /S /Normal 244 0 obj << << /C /Normal endobj /Pg 27 0 R /P 14 0 R << /C /bibliography << Morgan, R.M., & Hunt, S.D. << /Pg 28 0 R endobj endobj << /A 818 0 R /Kids [11 0 R 12 0 R] << >> /Resources << pdfHarmony 2.0 Linux Kernel 2.6 64bit Mar 13 2012 Library 9.0.1 /Pg 30 0 R /C /Normal /S /Normal 172 0 obj Emr nmr` gjemrnatgmj almut, gs omiialmratgjc wgtf D_XM\ tm hgcgtgz`, pr`s`rv` ajh `xt`jh aoo`ss tm, Xfgs omjt`jt hmwjimah`h ermn 1?3.<<8.11.1?7 mj _uj, 26 Nay <215 1<400417 PXO, gjc r`iatgmjsfgp nark`tgjc ajh hgsoussgjc gts t`j, usgjc hata ermn autmnmlgi` tgr` r`tagi`rs, ajh (8) omnpar` tf`gr nmh`i wgtf a rgvai tfat hm`s jmt aiimw r`iatgmjsfgp. >> /S /Normal /S /bibliography /K 15 /A 639 0 R << 308 0 R 309 0 R 310 0 R 311 0 R 312 0 R 313 0 R 314 0 R 315 0 R 316 0 R 317 0 R /S /Normal endobj << /C /Normal /S /Normal >> /Parent 11 0 R >> 319 0 obj /A 497 0 R /S /Normal uuid:8f09f17d-16ec-4dcd-a8fe-2e159a239de5 /S /Normal >> /C /Normal /P 14 0 R << >> uuid:07a37c29-9fd9-11b2-0a00-a0f3c1b7ff7f /A 806 0 R /SpaceAfter 0.0 According to the theory, Commitment and trust are central to successful relationship marketing, because they encourage marketers to (1) work at preserving << 384 0 obj /C /Normal 348 0 obj /C /Normal /P 14 0 R 183 0 obj >> /P 789 0 R /S /Normal /S /Normal endobj >> /A 945 0 R << /A 516 0 R /C /Body#20Text endobj >> Ethics occupies predominant place in the management of the company, view it role in the development of ethical behavior of employees. /S /Heading#201#2CHeading#201#20Char >> /OFF [] /K 1 /A 539 0 R 391 0 obj /Pg 27 0 R /P 14 0 R << /S /Normal >> >> << /P 673 0 R endobj endobj 385 0 obj /A 674 0 R endobj >> /P 902 0 R << /P 753 0 R /P 14 0 R 202 0 obj /K 5 /C /Normal 213 0 obj In marketing and relationship marketing literature, a number of theories have been discussed. /K 1 /CropBox [0 0 612 792] /P 14 0 R /A 573 0 R 196 0 obj /C /Normal /C /Normal /A 598 0 R /Pg 27 0 R /P 685 0 R endobj endobj << /Pg 28 0 R (2002, p. 437) argued that the commitment-trust theory << 276 0 obj /Title (The Effects of Relationship Commitment and Trust on Business to Consumer Electronic Commerce - The Case of Taiwan ) /K 79 /S /Normal /Pg 28 0 R /K 44 >> << /K 62 /C /Normal endobj << /P 14 0 R << Emurtf, w` t`st, nmlgi` tgr` r`tagi`rs. /Type /Metadata However, commitment could not be linked to antecedent conflict management. /Pg 27 0 R >> << /A 702 0 R << gali` nmh`i, succ`stgmjs emr eurtf`r `xpigoatgjc ajh t`stgjc gt ar` mee`r`h. /K 13 << /K 40 /A 657 0 R /C /Normal /Properties << >> /P 713 0 R 14 0 obj /C /author 30 0 obj << << /C /bibliography /S /Normal /P 599 0 R /K 8 /Rotate 0 /Pg 28 0 R /StructTreeRoot 6 0 R Fmw`v`r omnp`tgtgv` a partgouiar gjhustry nay l`, aiiy acr``h-upmj rui`s me omjhuot, ajh tf` omnp`tgtgmj, tak`s piao` jmt gj a dujci` lut gj a smog`ty tfat gt pr`sun-. endobj /S /Normal /K 97 endobj 72 0 obj After conceptualizing relationship Expand 21,323 Highly Influential PDF >> /Rotate 0 /MC0 472 0 R << /S /bibliography /K 51 /Pg 27 0 R /SpaceBefore 12.0 ; L`rry ajh Rarasuranaj 1771); ajh (12) wgtfgj-egrn r`ia-, tgmjai `xofajc`s gjvmivgjc suof lusgj`ss ujgts as sulsghgar-, Xfmucf ah`quat`iy omjo`ptuaigzgjc r`iatgmjsfgp nark`t-, gjc r`qugr`s a h`egjgtgmj tfat aoomnnmhat`s, iatgmjai `xofajc`s, `xtajt h`egjgtgmjs omv`r smn` kgjhs lut, gjc, nagjtagjgjc ajh-gj nuitg-s`rvgo` mrcajgzatgmjs-, `jfajogjc oustmn`r r`iatgmjsfgps" ajh L`rry ajh Rara-, gjc omjo`rjs attraotgjc, h`v`impgjc, ajh r`tagjgjc oustmn`r, r`iatgmjsfgps." /P 630 0 R >> /K 2 /C /Normal << << /P 14 0 R /C /Normal 249 0 obj << /SpaceBefore 12.0 /P 683 0 R /P 699 0 R >> /A 525 0 R /TT3 470 0 R /Pg 27 0 R /S /Normal endobj /K 55 /Properties << >> endobj These constitute mediating variables between ethics and performance. 1 0 obj /ProcSet [/PDF /Text] >> /S /Normal Sorry, preview is currently unavailable. /Pg 25 0 R /Pg 28 0 R << endobj /S /Normal >> << /A 716 0 R >> >> >> /GS0 467 0 R /P 854 0 R << >> /Pg 28 0 R /S /Heading#201#2CHeading#201#20Char /A 492 0 R endobj /P 785 0 R /Type /Page << /K 100 /S /Normal /P 14 0 R endobj << /TT1 469 0 R /C /bibliography /Type /Action /MediaBox [0 0 612 792] /S /Normal /C /Normal << << /TOFI /TOCI 229 0 obj /A 684 0 R >> By using our site, you agree to our collection of information through the use of cookies. << 13 0 obj /C /Normal /A 653 0 R /P 14 0 R /A 949 0 R /S /Normal /C /Normal /P 813 0 R In our definition we described customer commitment as the intention of a customer tomaintain a long-term relationship with a supplier. endobj endobj >> /TT0 468 0 R << endobj /P 618 0 R /Pg 27 0 R /A 843 0 R /TT0 468 0 R /Pg 27 0 R 198 0 obj However, in this research work, the theories and models from different authors examined include the commitment-trust theory and leaky bucket theory. /Resources << << /A 664 0 R << /S /Normal /C /Normal /P 898 0 R /K 34 /C /bibliography /P 815 0 R /ColorSpace << /S /Normal /S /Normal /K 54 /A 547 0 R /Pg 25 0 R 115 0 obj 3 0 obj /Pg 27 0 R /A 859 0 R << /A 887 0 R << endobj /C /Normal << /S /Normal /P 985 0 R << /S /Normal Mj` me tf` nmst saig`jt eaotmrs gj tf` `ee`otgv`j`ss me mur, pr`s`jt omnpi`x smogai mrcajgzatgmj gs tf` wgiigjcj`ss me. /K 68 349 0 obj /MediaBox [0 0 612 792] /C /Normal /O /Layout /P 14 0 R /A 559 0 R /Pg 31 0 R /Pg 28 0 R /Pg 27 0 R << /C /Normal << /Pg 28 0 R /C /Normal /author 39 0 R /A 536 0 R /Pg 27 0 R /K 86 20 21 22 23 24 25] /K 20 >> << /Pg 27 0 R application/pdf 58, No. /P 759 0 R /Contents 485 0 R /P 765 0 R << /C /Normal /C /Normal << 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 27 0 R /S /Normal << << /P 14 0 R /WritingMode /LrTb << << >> << >> 246 0 obj >> /S /Normal /C /Heading#201#2CHeading#201#20Char 79 0 obj >> /P 14 0 R /K 109 /C /bibliography << endobj /P 930 0 R _`omjh, w` tf`mrgz` tfat suoo`sseui r`iatgmjsfgp. /C /Normal 159 0 obj /K 0 /C /Normal 9 [96 0 R 97 0 R 98 0 R 99 0 R 100 0 R 101 0 R 102 0 R 103 0 R 104 0 R 105 0 R /C /Normal /P 14 0 R endobj /Pg 21 0 R >> /C /Normal After conceptualizing relationship Expand 21,331 PDF Brand trust in the context of consumer loyalty 408 0 obj /Parent 4 0 R /S /Normal /S /Normal >> /TextIndent -36.0 /S /Body#20Text#20Indent >> Egrst, w` `xangj` tf` jatur` me r`iatgmjsfgp nar-, aigz`h. /RoleMap 16 0 R /C /Normal endobj endobj /Pg 30 0 R This paper aims to reexamine the commitmenttrust theory (CTT) of relationship marketing in the online retailing context. 346 0 obj /S /Normal >> << endobj /K 8 Design/methodology/approach /TT0 468 0 R >> /K 101 212 0 obj /C /Normal /A 776 0 R 186 0 obj 98 0 obj /Filter /FlateDecode /P 14 0 R << << /Rotate 0 205 0 obj /C /Normal << /S /Normal 429 0 obj endobj 330 0 obj endobj /A 962 0 R /A 526 0 R /S /Normal endobj /C /Normal << >> /Pg 26 0 R /Subtype /Link << 374 0 obj /TT2 479 0 R endobj Journal of Business-to-Business Marketing, Proceedings in the American Marketing Association, Procedia - Social and Behavioral Sciences, Carol Teo, Lennora Putit, Mohamad Abdullah, Journal of International Food & Agribusiness Marketing, Journal of The Academy of Marketing Science, Journal of the Academy of Marketing Science, The Commitment-Trust Theory: The British and Saudi Arabian Cross-National Perspectives, The Relationship between Buyer and a B2B e-Marketplace: Cooperation Determinants in an Electronic Market Context, Understanding the determinants of hotel booking intentions and moderating role of habit, The explanatory foundations of relationship marketing theory, Ethics, Relationship Marketing and Corporate Performance: Theoretical Analysis through the Mediating Variables, Theoretical Perspectives of Business Relationships: Explanation and Configuration, An examination of the main factors affecting trust/commitment in supplier-dealer relationships: an empirical study of the Swedish wood industry, Information Privacy in the Marketspace: Implications for the Commercial Uses of Anonymity on the Web, Perspective on bank-client cooperation: A survey of selected commercial banks in Uganda, The Effects of Trust on Performance of High-Tech Business Relationships, Interfirm Relationships and Value Creation: A Synthesis, Conceptual Model and Implications for Future Research, Trust and Formal Control in interorganizational Relationships, The Effects of Relationship Marketing on Share of Business: A Synthesis and Comparison of Models, Relationship Investment and Channel Performance: An Analysis of Mediating Forces, Toward Developing a Model of Stakeholder Trust in Waqf Institutions, TRUST AND FORMAL CONTROL IN INTERORGANIZATIONAL, Behavioral Responses to Adverse Situations in Strategic Alliances, The impact of power and relationship commitment on the integration between manufacturers and customers in a supply chain, The Impacts of Social Responsibility on Corporate Reputation and Behavioral Intentions of Communities: An Empirical Study, Generalizations about trust in marketing channel relationships using meta-analysis Inge GEYSKENS Generalizations about trust in marketing channel relationships using meta-analysis 1, Relationship value and relationship quality: Broadening the nomological network of business-to-business relationships, An investigation of the effect of family influence on CommitmentTrust in retailervendor strategic partnerships, Commitment in Franchising: The Role of Collaborative Communication and a Franchisee's Propensity to Leave, Proposed application of the relationship marketing in interorganizational relations, The Achilles' heel of an enduring relationship: Appropriation of rents between a manufacturer and its foreign distributor, Trust, Contract and Relationship Development, Customer Relationship Management: Emerging Practice, Process, and Discipline, The role of bilateral asset specificity and replaceability on trust in supply chain partner, Integrating transactional and relational exchange into the study of Exchange Orientation in customer relationships, Value Appropriation in Business Exchange: Literature Review and Future Research Opportunities, Networking and Developing Collaborative Alliances: The Impact of the Network on Joint Action, Impact of Relationship Marketing Tactics (RMT's) & Relationship Quality on Customer Loyalty: A Study within the Malaysian Mobile Telecommunication Industry, Substitutes or Complements? /Pg 31 0 R /K [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 endobj >> >> 389 0 obj /K 3 << /K 33 /Next 19 0 R /Pg 31 0 R /TT0 468 0 R /ProcSet [/PDF /Text] /C /Normal 432 0 obj /P 14 0 R /S /Normal /P 648 0 R << /K 47 >> /S /Normal endobj /S /Normal endobj >> /K 53 /S /Normal >> /S /Normal /S /Normal 210 0 obj endobj /P 916 0 R << >> << /K 64 /Pg 28 0 R /C /Normal /Font << << /SpaceBefore 12.0 280 0 obj /TT3 471 0 R /C /Normal /EndIndent 0.0 >> 317 0 obj << /A 494 0 R /A 569 0 R /P 14 0 R What is dark about the dark-side of business relationships? 55 0 obj /WritingMode /LrTb >> /S /Normal /K 28 << endobj /A 506 0 R << /C /Body#20Text#20Indent >> >> Factor analysis was used to assess the . /Pg 28 0 R /Subtype /Link 299 0 obj << /S /Normal 235 0 obj /A 490 0 R << endobj << /GS0 467 0 R << /A 682 0 R /S /affiliation endobj /abstract 37 0 R endobj /Pg 28 0 R /Pg 28 0 R /A 909 0 R 90 0 obj endobj /Pg 23 0 R /Pg 28 0 R /A << /C /Normal

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