The effects of trust dimensions on relationship commitment: The relative efficacy and effect symmetry

Dongjin Lee, Jin Yong Park, Hyoung Tark Lee, Grace Yu

Research output: Contribution to journalArticle

7 Citations (Scopus)

Abstract

This study investigates the effects of three trust dimensions on relationship commitment. The results of a survey of 989 customers subscribing to a media service indicate that integrity has the strongest influence on relationship commitment, followed by competence and benevolence. The effect of integrity on relationship commitment is negatively asymmetric both in the early and later stage of the relationship. The effect of competence on relationship commitment is negatively asymmetric in the mature stage of the relationship, while the effect of benevolence on relationship commitment is positively asymmetric in the mature stage of the relationship. That is, benevolence becomes more important in the mature state of the relationship. Managerial implications are discussed.

Original languageEnglish
Pages (from-to)457-466
Number of pages10
JournalAdvances in Consumer Research
Volume35
Publication statusPublished - 2008 Dec 1

All Science Journal Classification (ASJC) codes

  • Applied Psychology
  • Economics and Econometrics
  • Marketing

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