International Journal

The Commitment-Trust Theory of Relationship Marketing

Robert M. Morgan, Shelby D. Hunt

Journal of Marketing

1994

SAGE Publishing

17377 citations

Article

Relationship marketing (0.67) Key (lock) (0.64) Marketing (0.59) Business (0.57) Test (biology) (0.54)

The Commitment-Trust Theory of Relationship Marketing - Full text available via OpenAlex

Robert M. Morgan

Shelby D. Hunt

ORCID

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