A Re-Examination of the Commitment-Trust Theory

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A Re-Examination of the Commitment-Trust Theory A RE-EXAMINATION OF THE COMMITMENT-TRUST THEORY Stavros P. Kalafatis Kingston Business School United Kingdom Hamish Miller IMS International United Kingdom ABSTRACT This paper reports on the results of a replication study of the commitment-trust model proposed by Morgan and Hunt (1994). The research has applied the model in a health care environment and attempted to test the generalisability of the model and the stability of the hypothesised paths between the constructs and variables involved. Although the results have provided some support as to the stability of the model they have also indicated the need to, (a) develop more robust measurement scales, (b) test for different conceptualisations of the relationships (i.e. as the original authors stated the evaluation of alternative or extended model specifications), (c) examine the behaviour of its variables and constructs under differing market conditions and for different subpopulations, and (d) investigate the impact of market structures, e.g. number of competitors, on the hypothesised effects of the variables and constructs. 12th IMP Conference 399 Stavros P. Kalafatis Hamish Miller INTRODUCTION Over the past 10 or so years there has been clear evidence to suggest that, in business marketing, the nature of buyer-seller interactions has changed from, adversarial to relationship building, and consequently emphasis has moved away from discrete transactions and towards relational exchanges. At the same time, as Nevin (1995) points out, in recent years, the term relationship marketing has become a 'popular buzzword in both the academic and business press'. His review of the relevant literature indicates that the concept has been used to reflect different perspectives such as directing the flow of promotional efforts towards individuals targeted

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