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The commitment and trust concept of relationship marketing positions is

faith, trust and also accompanying the sense of commitment as the


foundational building blocks upon
which have built strong marketing
Relationships and communication (Morgan and Hunt, 1994).MY area of study
is Pottery and Ceramics Industry in Gujarat Pakistan. Our purpose in this
study was to examine intimate customer relationships in the professional
services context
Hunt (1994), A research aimed at identifying other important Mediating
variables in marketing relationships context and also explain uneven results
firms have experienced in their attempts to enhance customer
loyalty(Agustin and Singh, 2005; Vlachos, et al., 2011; Yim, et al., 2008)
We explained that these feelings serve to engender in a sense of customer
commitment relationship but that they only develop to the extent that the
customer trusts and faith to the service provider.

We give position customer intimacy as a mediator of the trust commitment


relationship and also believe that the application of customer intimacy
theory to service relationships will allow for the effective nature of these
relationships to be more fully executed and realized.(Stern, 1997)
We define customer intimacy in the sense of services marketing context lt is
ongoing relational process wherein the service providers interact with
consumer to develop, define and refine the service offering in order to meet
individual customer needs. Which are the mediating effects of interactive
communication and social bonds on the trust-commitment relationship?

In so doing,
we addressed the criticism levied by some that research has focused too
much attention on the
antecedents of trust while failing to adequately consider the interactions
between trust and other
relationship components (Geyskens, et al., 1998). We answered calls for
research aimed at the

identification of relevant mediators in the relationship-building process (e.g.,


Atuahene-Gima
and Li, 2002; Palmatier, et al., 2006; Sirdeshmukh, et al., 2002).
.

Agustin, C. and Singh, J. (2005), "Curvilinear effects of consumer loyalty


determinants in relational exchanges", Journal of Marketing Research, Vol.
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Vlachos, P. A., Vrechopoulos, A. P. and Pramatari, K. (2011), "Too much of a
good thing: Curvilinear effects in the evaluation of services and the
mediating role of trust", Journal of Services Marketing, Vol. 25 No. 6, pp. 44050.
Yim, C. K., Tse, D. K. and Chan, K. W. (2008), "Strengthening customer loyalty
through intimacy and passion: Roles of customer-firm affection and
customer-staff relationships in services", Journal of Marketing Research, Vol.
45 No. 6, pp. 741-56.

Stern, B. B. (1997), "Advertising intimacy: Relationship marketing and the


services consumer", Journal of Advertising, Vol. 26 No. 4, pp. 7-19
Morgan, R. M. and Hunt, S. D. (1994), "The commitment-trust theory of
relationship marketing", Journal of Marketing, Vol. 58 No. 3, pp. 20-38

Gustafsson, A., Johnson, M. D. and Roos, I. (2005), "The effects of customer


satisfaction, relationship commitment dimensions, and triggers on customer
retention", Journal of Marketing, Vol. 69 No. 4, pp. 210-18.
Palmatier, R. W., Houston, M. B., Dant, R. P. and Grewal, D. (2013), "Relationship
velocity: Toward a theory of relationship dynamics", Journal of Marketing, Vol. 77 No.
1, pp. 1330

Tax, S. S., Brown, S. W. and Chandrashekaran, M. (1998), "Customer evaluations of


service complaint experiences: Implications for relationship marketing", Journal of
Marketing, Vol. 62 No. 2, pp. 60-76

Data Collection:
We collected data from the students of University of Gujrat studying in Graduation and Masters
Programes.

Variables:
Dependent variable:

Customer commitment is a dependent variable that is affected by several factors.


Independent variables:
Customer trust

Moderating variable
Interactive communication

Intervening variable
Social bonds

Theoretical Framework:

Literature review
Interactive communication
In term of the communication model the word interactive mean that communication
among peoples. There is nothing that definition says interactive communication has to be
digital and the operative word in that definition is between meaning two way
communication not only just one way.ln the senses of marketing we are taking about
communication among customer and marketer not simply marketers to customer but forth
and back between both partice .This kind of interactive communication can be person to
person (Schultz, Barnes, Schultz, & Marian, 23-Feb-2009).Williams,Riceand Rogers(1998)
define the interactivity as having three items ( mutual discourse In an interactive
communication ,control and the exchange of role participants) have a flexibility in What
they view they have control as they can selected What to access .The capability to exchange
roles allows participants to be both sender and receiver of information .Mutual discourse
capture the relationship building nature of the interactive communication (Mehdi, 2005).

Customer commitment
Commitment is a central approach in the relationship marketing paradigm (Dwyer et al.
1987; Morgan and Hunt 1994; Wetzels et al. 2000). It has been defined that as an implicit
or explicit pledge of relational continuity among interchange participants (Bansal, Irving,
& Taylor; 2004 Dwyer et al. 1987).According to Morgan and Hunt (1994), commitment
stems from trust ,faith, belief and shared values that it will be difficult to find participants
that can be offer the same values and commitment also encourage participants to
collaborate in order to preserve investment in the relationship(Morgan & Hunt 1994
;Vuuren, Lombard, & Tonder, 2012).

Customer trust
customer trust is a generalized expectation that others will handle their freedom, their
disturbing potential for diverse action and rather them keeping with the personalities they
have been presented and made socially visible (Luhmann 1979 ;Paliszkiewicz & Klepacki,
2013).

Edell and Burke (1987) proposed that the cognitive trust is as consisting of a subject
judgment of the ad characteristics and cognitive trust is able to rely on a service providers
and based on specific instances of reliable conduct and as an affective trust response to an
ad is based on a subjects feelings during ad exposure (Edell and Burke, 1987), affective
trust is based on the affect experienced from interacted with the services providers
(Johnsona & Grayson, 2005).

Social bond
Hirschis (1969) social bond theory is possessed of four elements(commitment to traditional
types of action, involvement in tradition activities.belifes the moral values of society and
attachment to significant others)He claimed that when youths are attached to parents
.peers, and teachers and they are less likely to commit delinquent steps. For example
Hirschis argued that the less a youth takes his or her teachers parents and peers opinions
about himself or herself into account and they are more likely the youth is to commit
delinquent behavior. Also, commitment corresponds the benefit calculation of the
unconventional actions of a youth (Delinquency, zbay, & zcan, 2006). Sociologist has
been noted that social bonds play an important role in facilitating interpersonal connection
between the relationship partices (McFarland, Jurafsky, & Rawlings, 2013).

Relationship between variables


interactive communication and customer commitment
The research proposed that the trust promote the interactive communication between
customer and serives providers.It also explain that the relationship among communication
and trust was the strongest .Commitment showing a significant relationship to trust but on
the other hand the relationship between communication and commitment was relatively
weaker and by comparison to studies fewer studies have examined the relationship trust
and commitment and trust and communication have the direct linkage between the
communication and commitment .There is a limited body of research which points toward
the impact of communication on organization commitment. Guzley (1992) proposed
employees perception of a organization communication was positivity correlated with the
employees organization commitment (Zeffane, Tipu, & Ryan, 2011; Ballantyne, 2006).

customer commitment and social bond


This research proposed that social bonds developed within the providers consumer also
may be more able to maintain ongoing relationship with service provider (Neeli & Leonard,
1997) and when the social bonds exits the realiter consumer are more likely to remain
loyalty to a salesperson (Reynolds & Beatty, 1999).

Social bond and customer trust


In the social bond it become difficult for the consumer to disengage from the relationship
and also decision by a consumer to forge social bonds carries with the risk in from of future
switching cost (Harrison, Beatty, Reynolds, & Noble, 2014) .By this Communication is a
one of the most important key to getting to know the other firm work and the extent to
which this knowledge develops is related to the perceived and recognized the levels of the
main characteristics of personal relationships. In relationships the term personal and
characterized with higher reciprocity and higher levels of intimacy and familiarity in the
relationship. Although social bonds have positively influence on the communication and
trust and their influence is relatively weak and social bonds represent only one type of the
factors influencing that these two constructs (ater, 2007).

customer trust and interactive communication


The research proposes that communication relationship along with a share value ,an
antecedent of trust and shortage of opportunistic behaviors. We proposed the
communication such as website, personalized letters ,other machine mediated interaction
and emails as well as in personal communication relationship with service personnel before
and after service activity (Ball, Coelho, & Machs, 2016) and we also explain the concept
of interactivity has expand as we are entering an always-on society .where peoples can
interact anywhere and anytime we identified different components of interactivity
communication and investigated the effect of perception of interactivity on customer trust.
The perception of interactivity communication (connectedness, responsiveness ubiquitous
connectivity ,user control and contextual offer) have a significant impact on customer trust
and the interactivity could extend into relationship building to explain consumer trust (Lee,
2005).

Interactive communication and social bonds

Interactive communication help to facilities the development of social bonding between the
service provider and customer and it also lead the discovery of similarities thereby
encourage a sense of closeness (Neeli & Leonard, 1997;Berry, 1995;Morgan & Hunt, 1994).

Customer trust and commitment


The research proposed that trust and commitment relationship will be fully mediated by
communication and we also maintain that trust will be drive commitment in service
relationship and serives provider trust worth will be able to communication to the service
provider (Ponder, Holloway, & Hansen, 2016)Trust and commitment influences on customer
retention: insights from business-to-business services, The researcher proposed the
importance of commitment and trust in the relationship marketing and the role of
commitment and trust on behavior intention to invest and maintain into existing
relationship of corporate clients of the professional service provider (Gounaris, 2005).