Research Problem The author’s main purpose in this article was to establish the nature of relationship marketing and how the same ought to be conceptualized, additionally, the author worked to explore two major characteristics that are postulated to be linked with effective relationship that is mandatory for relationships marketing success.
Research Theory The author theorized that to ascertain success in relationship marketing, it is mandatory to have relationship commitment and trust (Anderson & Narus, 2008).
Methodology To collect the required data, the researchers employed the use of self-administered questionnaires. The chosen participants were to fill the questionnaires for a further
Hypotheses In this research, numerous hypotheses were formulated. In a nutshell, the researcher postulated that there exists an affirmative relation between relationship commitment and shared values, commitment termination costs (Doney & Cannon, 2008). There exists a positive relation between: trust and shared values, behavior and trust, relationship commitment and trust, functional conflict and trust, cooperation and commitment, acquiescence and commitment, propensity to leave and commitment among many others.
The instruments employed include the KMV model and the Rival model. Additionally, Standard deviations, inter-correlations, means and covariance were tested.
The sample used encompassed a national sample of independent automobile tire retailers. The participants varied greatly on the grounds that they had differing firm and personal characteristics.
The findings retrieved accentuated that: trust and relationship commitment develop when relationships is attended by providing opportunities, resources and benefits, communicate valuable information, maintain high grade corporate values among many others (Morgan & Hunt, 2008). Implications
The research findings brought us to a conclusion that the theory and model employed in this study needs further replication, explication, and critical evaluation. Future Research
After deducing the results and analyzing them, the researcher accentuated that although the measures entailed in the research were conducted the right way, it is important to acknowledge the fact that there exist more advanced or rather better measures that can be applied to the constructs (Morgan & Hunt, 2008). It was also accentuated that further research could work on exploring the many types of termination costs and other than solely the economic costs dealt with in the paper.
Anderson, J. C., & Narus, J. A. (2008). A model of distributor firm and manufacturer
firm working partnerships. the Journal of Marketing, 42-58
Doney, P. M., & Cannon, J. P. (2008). An examination of the nature of trust in buyer-seller
relationships. the Journal of Marketing, 35-51.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship
marketing. the journal of marketing, 20-38.