Robert M. Morgan
University of Alabama
2 papers in the Anchorcite directory, published in 1994, cited 28,410 times in total.
Research topics
- Customer Service Quality and Loyalty · 2 papers
- Technology Adoption and User Behaviour · 2 papers
- Digital Marketing and Social Media · 1 paper
- Corporate Identity and Reputation · 1 paper
Frequent co-authors
- Shelby D. Hunt · 2 papers
Papers
- The Commitment-Trust Theory of Relationship MarketingJournal of Marketing · 1994 · 17,379 citations
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…
- The Commitment-Trust Theory of Relationship MarketingJournal of Marketing · 1994 · 11,031 citations
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…
Metadata from OpenAlex (CC0).