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• W1972321896 abstract "ABSTRACT The point of view of customers has been neglected by most of the relationship marketing literature. This paper, which draws on the Morgan and Hunt's commitment-trust theory (1994), proposes a model that explains the causal origins of relational commitment and highlights the role of trust as a central antecedent rather than other economic variables. In fact, consumer's trust in the firm's intentions and values turns out to be the most significant antecedent of a solid and lasting commitment. The model is tested for the relationship that customer develops with their usual garages." @default.
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• W1972321896 date "2004-06-18" @default.
• W1972321896 modified "2023-09-26" @default.
• W1972321896 title "Trust as the Key to Relational Commitment" @default.
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• W1972321896 doi "https://doi.org/10.1300/j366v03n01_04" @default.
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