TAILIEUCHUNG - THE COMMITMENT-TRUST THEORY OF RELATIONSHIP MARKETING

Increasingly consumer pull for drugs is being created indirectly also by Internet promotion, and perhaps more questionably by partnerships with patient support groups. The impact of the Internet Consumers are able to purchase all kinds of prescription drugs online often without need for a prior prescription. Research conducted by Bloom (1999) showed that most Internet pharmacies provide poor quality information, fail to have adequate safeguards to ensure medicines are dispensed correctly, and also charge more for both products and services. Smith (2003), referring to an Australian study, found that online pharmacies often lacked important information about contra-indications for medications available on their. | Robert M. Morgan Shelby D. Hunt The Commitment-Trust Theory of Relationship Marketing Relationship marketing establishing developing and maintaining successful relational exchanges constitutes a major shift in marketing theory and practice. After conceptualizing relationship marketing and discussing its ten forms the authors 1 theorize that successful relationship marketing requires relationship commitment and trust 2 model relationship commitment and trust as key mediating variables 3 test this key mediating variable model using data from automobile tire retailers and 4 compare their model with a rival that does not allow relationship commitment and trust to function as mediating variables. Given the favorable test results for the key mediating variable model suggestions for further explicating and testing it are offered. The cooperative aspect of economic behavior has been relatively neglected. Economists speak of competitive theory of pure and perfect competition. There is no corresponding development of cooperative theory of pure and perfect cooperation Alderson 1965. p. 239 . One of the most salient factors in the effectiveness of our present complex social organization is the willingness of one or more individuals in a social unit to trust others. The efficiency adjustment and even survival of any social group depends upon the presence or absence of such trust Rotter 1967 p. 651 . The past decade has witnessed the inception of a major directional change in both marketing theory and practice. Considered by Webster 1992. p. 1 to represent a fundamental reshaping of the field and by others to be a genuine paradigm shift Kotler 1991 Parvatiyar Sheth and Whittington 1992 the turn is toward relationship marketing a concept that encompasses relational contracting MacNeil 1980 relational marketing Dwyer Schurr and Oh 1987 working partnerships Anderson and Narus 1990 symbiotic marketing Varadarajan and Rajaratnam 1986 strategic alliances Day 1990 co-marketing .

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