Trust and Commitment in Customer/Service-Provider Relationships: An Analysis of Differences Across Service Types and Between Sexes
Document Type
Article
Publication Date
8-2-1995
Description
This study highlights the importance of relationships in the marketing of services. Relationship constructs such as Trust, Affective Commitment, and Continuance Commitment are operationalized in a marketing context and used as dependent variables in an empirical study of differences in how males and females approach relationships with three types of service providers (primary care physicians, automobile mechanics, and hairstylists). The data show that females seek more trust and commitment within the service provider/customer relationship than males. Also, consumers in general place more trust in and are more committed to their doctor and their hairstylist than to their mechanic.
Citation Information
Shemwell, Donald J.; and Cronin, J. Joseph. 1995. Trust and Commitment in Customer/Service-Provider Relationships: An Analysis of Differences Across Service Types and Between Sexes. Journal of Customer Service in Marketing and Management. Vol.1(2). 65-75. https://doi.org/10.1300/J127v01n02_07 ISSN: 1069-2533