Is the theory of trust and commitment in marketing relationships incomplete?

摘要

Trust and commitment are central to the relational mediators model of relationship marketing. Extant research suggests that trust enhances commitment, as a trusted partner is so highly valued that a channel member will invest in the relationship and put forth efforts to maintain that relationship. This study re-examines the causality between trust and commitment by comparing alternative models across three datasets (including the seminal Morgan and Hunt 1994 data). The results indicate that while trust enhances commitment, commitment can also erode trust. Several viable, theoretically-driven explanations for this negative effect are discussed, and propositions are developed for future research.