San Mart¡n Guti‚rrez, Sonia; Guti‚rrez Cill n, Jes£s - Programa Interuniversitario de Doctorado en Nuevas … - 2003
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...