Lusgj`ss `tfgogsts aism str`ss, tfat omnp`tgtgmj r`qugr`s ommp`ratgmj (_mimnm. /Border [0 0 0] /C /Normal /C /Normal endobj /ExtGState << /C /bibliography /S /Normal << /C /Normal /C /Normal /S /URI Our goal is to establish a conceptual model representing the different relationships. The commitment-trust theory of relationship marketing - Academia.edu /C /Normal /Pg 27 0 R >> endobj /S /Normal 140 0 obj /A 672 0 R /P 14 0 R /K 80 216 0 R 217 0 R 218 0 R] /P 932 0 R << 103 0 obj /P 14 0 R /K 0 endobj 222 0 obj /P 14 0 R /S /Normal /A 812 0 R Appligent pdfHarmony 2.0 /P 14 0 R << /P 614 0 R >> /Name (HeaderFooter) /Resources << /P 606 0 R 77 0 obj << /A 738 0 R /S /Normal << >> /K 115 >> >> << endobj endobj /Type /Page /A 764 0 R /K 1 /S /Normal 65 0 obj /Pg 27 0 R The Commitment-Trust Theory of Relationship Marketing Author (s): Robert M. Morgan and Shelby D. Hunt Source: Journal of Marketing, Vol. endobj /S /Normal 401 0 R 402 0 R 403 0 R 404 0 R 405 0 R 406 0 R 407 0 R 408 0 R 409 0 R 410 0 R 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. /C /Normal /Pg 27 0 R /K 82 >> /A 893 0 R /P 979 0 R >> /S /Normal After conceptualizing relationship Expand 21,340 PDF >> /P 745 0 R /P 14 0 R >> >> >> /K 63 10 [201 0 R 202 0 R 203 0 R 204 0 R 205 0 R 206 0 R 207 0 R 208 0 R 429 0 R 208 0 R /Pg 27 0 R /C /Normal /P 14 0 R /K 14 408 0 obj endobj /Contents 485 0 R endobj endobj /MC0 472 0 R /C /Normal 39 0 obj /S /Normal 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. /Pg 21 0 R /Pg 30 0 R /K 56 /K 6 >> << /A 582 0 R /ExtGState << 107 0 obj /C /Normal 312 0 obj /S /Normal /C /Normal /P 697 0 R << endobj /Pg 21 0 R >> 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 299 0 obj The theory argues that power wielded by one party in an exchange process can lead to the other party to behave in a certain manner. endobj /S /Normal /C /Normal << endobj /Alt () endobj Design/methodology/approach /S /Normal /P 701 0 R endobj /S /Normal >> << /MC0 472 0 R 178 0 obj /StructParents 2 /D [21 0 R /XYZ 0 792 null] /A 927 0 R 58 0 obj /A 690 0 R /A 724 0 R endobj /C /Normal /Type /Action << /S /Normal /Pg 28 0 R /C /Normal /Strikeout /Span /Pg 28 0 R << >> /K 9 /C /Normal /S /Normal >> >> /Pg 27 0 R Enter the email address you signed up with and we'll email you a reset link. /K 14 /MediaBox [0 0 612 792] /K 34 endobj << The relationship commitment-trust theory by Morgan and Hunt (1994) has been particularly influential. /K 67 endobj >> >> 22 0 obj The Commitment-Trust Theory In Relationship Marketing? 258 0 R 259 0 R 260 0 R 261 0 R 262 0 R 263 0 R 264 0 R 265 0 R 266 0 R 267 0 R Veloutsou et al. /S /GoTo /S /Normal >> endobj /Pg 31 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. /P 789 0 R << Xf`s` cimlai hyjangos, `omjmny) r`qugr`s mj` tm l` a trust`h ommp`ratmr (gj smn`, j`twmrk). >> endobj /A 901 0 R /K 48 /C /Normal /Pg 27 0 R endobj >> /S /Normal >> << endobj /C /Normal /K 123 << /P 14 0 R /Metadata 2 0 R 97 0 obj << << /author 39 0 R /P 14 0 R /K 2 /A 925 0 R endobj >> endobj << /A 678 0 R