Analyzing Factors Effective on the Development of Relationship Commitment

Analyzing Factors Effective on the Development of Relationship Commitment Authors: Yashar Dehdashti PhD student, The University of Texas at Dallas, USA Nooshin Lotfi PhD student, Texas A& axerophthol;M University, USA Dr. Naser Karami Assistant professor, Sharif University of Technology Keywords: Trust, relationship commitment, relationship marketing, wooly-minded cognitive maps (FCMs) Abstract Due to the important role of commitment and arrogance in the relationship marketing, the factors which can directly result in a committed relationship along with the factors which can watch the commitment through influencing swear, according to the model of commitment and trust by (Morgan & Hunt, 1994) have been introduced and their level of importance has been investigated here. The oblige uses fuzzy cognitive maps (FCMs) in the proposed model to find the roughly important paths leading to relationship commitment. The FCM analyzes the responses of a group of 30 people including general practitioners in dentistry, managers of dental departments in slightly of the public clinics and hospitals who are the direct customers of 3 distributers of dentistry equipments in Iran to find the most important paths.

Also the influence of unequivocal power, which was not concluded in previous researches, has been examined. The result of this inquires, then, has been provided along with its managerial implications and the impacts of prioritizing antecedents and factors of trust and commitment in relationship marketing. 1. Introduction Its been suggested that successful relationship marketing requires relationship commitment and trust. (Morgan & Hunt, 1994) The literature, also, suggests that understanding relationship marketing requires distinguishing between the discrete transaction, which has a distinct beginning, short duration, and sharp ending by performance, and relational exchange, which traces to previous agreements [and] ... is longer in duration,... If you want to get a full essay, order it on our website: Orderessay

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