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.
|Number of pages||10|
|Journal||Advances in Consumer Research|
|Publication status||Published - 2008|
All Science Journal Classification (ASJC) codes
- Applied Psychology
- Economics and Econometrics