Converting relationship value into performance: the effect of commitment and trust

Baxter, RA
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Conference Contribution
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University of Otago

Relationship outcomes, particularly their value and performance, are of interest to both academics and practitioners. This paper therefore reports on a study that attempts to elucidate the effect of two important constructs, namely commitment and trust, on a set of future financial performance outcomes of the more intangible aspects of relationship value. It is theoretically grounded in a resource-based view of the relationship and in the IMP literature. It supports the hypothesis that commitment is a mediator of the path from value to future financial performance, and suggests that trust has a more complex effect on the path than simple mediation.

Proceedings of the Australian and New Zealand Marketing Academy Conference: 3 Rs: Reputation, Responsibility, Relevance (ANZMAC'07), Dunedin, New Zealand
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