Relationship orientation : towards an antecedent model of trust in marketing relationships
Callaghan, Michael and Shaw, Robin 2001, Relationship orientation : towards an antecedent model of trust in marketing relationships, in Proceedings of the Australian and New Zealand Marketing Academy Conference 2001., ANZMAC, Dunedin, N.Z., pp. 1-9.
Australian and New Zealand Marketing Academy Conference
Place of publication
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.
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