The Effects of Trust Dimensions on Relationship Commitment: the Relative Efficacy and Effect Symmetry

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.



Citation:

Dong-Jin Lee, Jin Yong Park, Hyung Tark Lee, and Byung Hee Yu (2008) ,"The Effects of Trust Dimensions on Relationship Commitment: the Relative Efficacy and Effect Symmetry", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 457-466.

Authors

Dong-Jin Lee, Yonsei University, Korea
Jin Yong Park, Konkuk University, Korea
Hyung Tark Lee, Yonsei University, Korea
Byung Hee Yu, Yonsei University, Korea



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

L6. The Influence of Social Exclusion on Consumers’ Perceptions of and Responses to Consumer-Dense Retail Environments

Veronica Thomas, Towson University
Christina Saenger, Youngstown State University

Read More

Featured

R4. Human Brands and Their Consumers: How Consumers Reform Brand Understandings Following Critical Incidents

Kimberley Mosher Preiksaitis, Siena College

Read More

Featured

What a Waste: Effects of Food Consumption Choices and Traffic Light Labelling on Disposal

Marit Drijfhout, University of Groningen, The Netherlands
Jenny van Doorn, University of Groningen, The Netherlands
Koert van Ittersum, University of Groningen, The Netherlands

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.