Commitment-Trust Theory

Relationships are founded on mutual commitment and trust. Commitment refers to a desire to maintain relationships. Trust is related to the state of readiness to believe in stakeholders. In marketing literature, commitment and trust have been studied for years. The commitment–trust theory changes the dynamics of relationship marketing. Commitment–trust theory emphasizes mutually beneficial relationships between firms and their stakeholders. Commitment and trust have a key role in successful relationships not only with firms, but also with customers. Therefore, understanding the commitment–trust theory is essential for interpreting customer behavior and managing relationships effectively. This chapter explores the origins and development of the commitment–trust theory. The terms “commitment” and “trust” are explained in detail along with their roles of the terms in relationship marketing. Commitment and trust are central mediating variables of the theory of commitment and trust in relationship marketing. The inputs, outputs, and significance of the theory are mentioned in relationship marketing. Finally, applications of the commitment–trust theory are addressed in tourism and hospitality.