Research Insight 12.2

Throughout the textbook reference is made to seminal academic papers (as part of the Research Insights features) that can assist you in the further development of your understanding of a particular concept or theory that has been introduced. Organized by chapter, this resource provides links to these seminal papers.

Please note that your institution will require a subscription to the relevant journal for you to access the full text of the articles. If you are unsure how to do this, please contact your university librarian. Often professional bodies, such as the Chartered Institute of Marketing, also offer access to journals via their library services. Alternatively, you can purchase the articles directly from the source website.

Source: Morgan, R. M. and Hunt, S. D. (1994), ‘The commitment–trust theory of relationship marketing’, Journal of Marketing, 58 (July), 20–38.

Abstract: Relationship marketing – establishing, developing, and maintaining successful relational exchanges – constitutes a major shift in marketing theory and practice. After conceptualizing relationship marketing and discussing its ten forms, the authors (1) theorize that successful relationship marketing requires relationship commitment and trust, (2) model relationship commitment and trust as key mediating variables, (3) test this key mediating variable model using data from automobile tire retailers, and (4) compare their model with a rival that does not allow relationship commitment and trust to function as mediating variables. Given the favorable test results for the key mediating variable model, suggestions for further explicating and testing it are offered.

Insight: This well-known paper examines the role of trust and commitment in buyer–supplier relationships. The authors present the KMV model to explain various behavioural and cognitive aspects associated with exchange partnerships. Using social exchange theory, it is argued that, through mutually beneficial exchanges, trust and commitment develop which, in turn, lead to longer-lasting relationships.

URL: http://www.jstor.org/discover/10.2307/1252308?uid=3738032&uid=2&uid=4&sid=21102718079491