Extending the Commitment-Trust Model: Suggestions for Future Research Agenda (original) (raw)
The commitment-trust model by is an established and well utilised model in relationship marketing. Since its inception, many research studies have utilised the model in various settings, and in various extended forms with mixed results. This conceptual paper discusses several research propositions which contribute to the development of the model in two major ways -firstly, it proposes the inclusion of switching costs and interaction quality as moderators to the commitment-trust relationship to aid the understanding of the contextual bounds that influence the relationship between these two constructs, and secondly, it addresses the subjective nature of current measures of the commitment construct by proposing that continuance commitment may be measured more objectively using data on customer retention and cross-buying behaviour. This paper holds important implications for the future research agenda in this area.
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