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Relationship orientation : towards an antecedent model of trust in marketing relationships

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conference contribution
posted on 2001-01-01, 00:00 authored by Michael CallaghanMichael Callaghan, Robin Shaw
With the advent and the increasing use of the concept of Relationship Marketing as a basis for marketing strategy, it has become evident that a lack of empirical knowledge exists as to the operational basis of the concept. Information regarding the conceptual basis of Relationship Marketing and a possible new orientation toward the concept may be of substantial value to both practitioners and scholars of relationship marketing. This paper considers the emergence of a Relationship Orientation within the marketing literature and proposes an antecedent model of Trust as a basis. The role of Ethics as a possible antecedent to Trust is emphasised and identified as a gap within the relationship marketing literature. Based on previous exploratory work and a review of the literature of relationship marketing, exchange theory, general marketing theory, marketing ethics and sales management, four key antecedent dimensions of Trust are identified: Ethics, Bonding, Empathy and Reciprocity. Additional possible antecedents are suggested. Future empirical research is proposed in order to validate the model.

History

Title of proceedings

Proceedings of the Australian and New Zealand Marketing Academy Conference 2001.

Event

Australian and New Zealand Marketing Academy. Conference (2001 : Auckland, New Zealand)

Pagination

1 - 9

Publisher

ANZMAC

Location

Auckland

Place of publication

Dunedin, N.Z.

Start date

2001-12-01

End date

2001-12-05

ISSN

1447-3275

ISBN-10

0473082063

Language

eng

Notes

Reproduced with the kind permission of the copyright owner.

Publication classification

E1 Full written paper - refereed

Copyright notice

2001, The Authors

Editor/Contributor(s)

S Chetty, B Collins

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