/P 603 0 R /A 680 0 R endobj >> /S /bibliography /Pg 27 0 R endobj /C /Normal /Pg 21 0 R /SpaceBefore 12.0 /K 60 /A 927 0 R << /O /Layout /StructParents 7 Commitment is linked to trust and relationship expectations, as well as its outcome, satisfaction. /C /Normal 330 0 obj << 148 0 obj /C /Normal endobj endobj /A 980 0 R 232 0 obj >> 377 0 obj /C /Normal 337 0 obj /A 594 0 R << << << /S /Normal 275 0 obj /P 630 0 R /S /Normal >> /A 546 0 R 433 0 obj >> 1 0 obj /A 682 0 R /P 14 0 R /ExtGState << >> /P 677 0 R << /C /Normal /K 64 /A 605 0 R << /P 912 0 R /A 540 0 R /Pg 26 0 R /S /URI /S /Normal >> /S /bibliography endobj /K 106 /K 103 endobj /P 14 0 R /K 75 /P 654 0 R /C /bibliography >> << /P 753 0 R >> /ViewerPreferences 7 0 R /P 628 0 R /A 833 0 R JRAPublish 3.000 /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. >> endobj /S /Normal /A 923 0 R /P 896 0 R >> /P 14 0 R /MediaBox [0 0 612 792] /S /Normal /C /Normal << /P 14 0 R The importance of trust as a variant of successful relationship marketing has while . /A 792 0 R << >> /K 99 endobj endobj /ProcSet [/PDF /Text] << >> << >> endobj << >> endobj << endobj /K 1 /C /Normal << >> /P 973 0 R /Pg 24 0 R /TT2 470 0 R /Pg 22 0 R /ProcSet [/PDF /Text] endobj /A 796 0 R /S /Normal Morgan, R.M. and Hunt, S.D. (1994) The Commitment-Trust Theory of endobj /P 975 0 R << /Pg 28 0 R 432 0 obj /S /Normal /MediaBox [0 0 612 792] endobj << /P 983 0 R >> /TT1 469 0 R /A 502 0 R Lusgj`ss `tfgogsts aism str`ss, tfat omnp`tgtgmj r`qugr`s ommp`ratgmj (_mimnm. /Pg 23 0 R 322 0 obj << /Paper#20title#20Char /Span << 384 0 obj >> /P 14 0 R 58, No. >> /Pg 27 0 R /C /Normal 216 0 obj /SpaceAfter 12.0 /K 2 36 0 obj /S /bibliography /C /Normal /MediaBox [0 0 612 792] /C /Normal /A 774 0 R 30 0 obj << /K 71 << /MC0 472 0 R 378 0 obj >> /Pg 28 0 R >> /A 786 0 R endobj /Count 5 /C /Normal /CS0 [/ICCBased 466 0 R] /P 14 0 R /A 885 0 R endobj 20 I Journal of Marketing, July 1994 driven, are ''held together and coordinated by market driven focal organizations" by means of "norms of sharing and commitment based on trust.'' These global dynamics have resulted in the somewhat paradoxical nature of relation-ship marketing: To be an effective competitor (in the global economy) requires one to be a trusted cooperator (in some network).

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