Commitment-Trust Theory

Abstract

Examined the nature of relationship marketing (RM) and 2 key characteristics associated with the success of RM: commitment and trust. Commitment and trust were modeled as key mediating variables (KMV) in successful RM, and the KMV model was tested among 204 automobile tire retailers. Ss completed measures of focal constructs, antecedents of relationships commitment (RSC) and trust (RST), and consequences of RSC and RST in their organization. The KMV model was tested and compared with a rival model that did not allow RSC and RST to function as mediating variables. All hypothesized paths from the antecedents to RSC and RST were supported. RSC and RST also had considerable influence on variables that were theorized to be important for RM success. Goodness of fit measures showed acceptable fit for the KMV model and the rival, but when parsimony was corrected, the overall fit of the rival was less than half that of the KMV. (PsycINFO Database Record (c) 2016 APA, all rights reserved)