Figure 4 The Morgan-Hunt Model of relationship marketing

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Figure 4 The Morgan-Hunt Model of relationship marketing Powered By Docstoc
					Figure 4          The Morgan-Hunt Model of relationship marketing
ANTECEDENT VARIABLES               MEDIATING            OUTCOMES
                                        VARIABLES
              Termination                                          Acquiescence
                 Costs


                                          +             +
                               +                            _      Propensity to
       Relationship
                                                                      Leave
         Benefits
                                         COMMITMENT
                                                            +
                               +                +
                               +                            +      Cooperation
 Shared Values



                               +                TRUST       +
                                                                    Functional
      Communication
                                                                     Conflict
                                          _             _




               Opportunistic
                Behavior                                           Uncertainty




( + = positive effect;   - = negative effect)

Source: Morgan and Hunt 1994