Search, read and download over 200 million research papers for free
DOI: 10.2307/1252308
OpenAccess: Closed
This work is not Open Acccess. We may still have a PDF on file in the green box below.
Share this:

The Commitment-Trust Theory of Relationship Marketing

Robert Morgan,Shelby D. Hunt

Business
Marketing
Relationship marketing
    Cite this:
Morgan, R., & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20. https://doi.org/10.2307/1252308
Powered by Citationsy*
Relationship marketing—establishing, developing, and maintaining successful relational exchanges—constitutes a major shift in marketing theory and practice. After conceptualizing relationship marke...