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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Proceedings of the Australian and New Zealand Marketing Academy Conference 2001.
Chetty, Sylvie Collins, Brett
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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