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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.

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Title Relationship orientation : towards an antecedent model of trust in marketing relationships
Author(s) Callaghan, Michael
Shaw, Robin
Conference name Australian and New Zealand Marketing Academy. Conference (2001 : Auckland, New Zealand)
Conference location Auckland
Conference dates 1-5 December 2001
Title of proceedings Proceedings of the Australian and New Zealand Marketing Academy Conference 2001.
Editor(s) Chetty, Sylvie
Collins, Brett
Publication date 2001
Conference series Australian and New Zealand Marketing Academy Conference
Start page 1
End page 9
Publisher ANZMAC
Place of publication Dunedin, N.Z.
Summary 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.
Notes Reproduced with the kind permission of the copyright owner.
ISBN 0473082063
ISSN 1447-3275
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2001, The Authors
Persistent URL http://hdl.handle.net/10536/DRO/DU:30004500

Document type: Conference Paper
Collections: School of Management and Marketing
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