75 0 obj >> >> The Commitment-Trust Theory of Relationship Marketing Authors: Robert M. Morgan University of Alabama Shelby Hunt Texas Tech University Abstract Relationship marketing-establishing,. 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). /Parent 12 0 R /Parent 12 0 R /A 720 0 R /K 33 >> METHODS >> >> /Resources << /Superscript /Span /Pg 26 0 R /K 112 endobj >> 287 0 obj /Pg 21 0 R endobj /P 838 0 R >> /A 982 0 R endobj /Type /Action 123 0 obj 139 0 obj /P 14 0 R /Pg 28 0 R Their seminal KMV (Key Mediating Variables) model has been a significant contribution to our understanding of relationship marketing. /Pg 28 0 R /ColorSpace << /A 505 0 R >> The establishment of an ethical climate within the company is considered an intangible resource that has positive effects on growth of performance. /SpaceBefore 12.0 /K 67 /A 903 0 R /S /bibliography 263 0 obj /Last 18 0 R /Parent 4 0 R >> >> /P 14 0 R << /K 59 /Type /Action << /K 49 /Parent 11 0 R /C /Normal endobj /Pg 28 0 R /S /author /A 533 0 R Academia.edu no longer supports Internet Explorer. 420 0 obj /Pg 30 0 R 203 0 obj << /A 607 0 R >> /A 780 0 R /S /Normal endobj /A 867 0 R (PDF) TRUST IN RELATIONSHIP MARKETING | iaeme iaeme - Academia.edu 58, No. /Font << A structural equation model was used to measure causality between latent variables. endobj R T. 1994, the journal of marketing. 286 0 obj /Pg 22 0 R endobj /Subtype /Link >> /StartIndent 0.0 Commitment and trust were modeled as key mediating variables (KMV) in successful RM, and the KMV model was tested among 204 automobile tire retailers. 32 0 obj the ladder of stakeholder loyalty), and describing the various relational factors (i.e. Ajh qugt`, tf` omjtrary tm tf` '`v`rymj` emr fgns`ie n`tapfmr, lusg-, j`ss ainmst aiways gjvmiv`s iarc` ommp`ratgv` ajh nutu-, j`twmrks me suppig`rs, s`rvgo` p`mpi`, oustmn`rs, ajh gj-, twm k`y ofaraot`rgstgos pmsgt`h tm l` assmogat`h wgtf tf`, gjc suoo`ss.