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|a Baxter, RA
|e author
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|a Converting relationship value into performance: the effect of commitment and trust
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|b University of Otago,
|c 2011-09-29T23:14:50Z.
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|a Proceedings of the Australian and New Zealand Marketing Academy Conference: 3 Rs: Reputation, Responsibility, Relevance (ANZMAC'07), Dunedin, New Zealand
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|a 978-1-877156-28-0 (print) 978-1-877156-29-9 (CD-ROM)
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|a Relationship outcomes, particularly their value and performance, are of interest to both academics and practitioners. This paper therefore reports on a study that attempts to elucidate the effect of two important constructs, namely commitment and trust, on a set of future financial performance outcomes of the more intangible aspects of relationship value. It is theoretically grounded in a resource-based view of the relationship and in the IMP literature. It supports the hypothesis that commitment is a mediator of the path from value to future financial performance, and suggests that trust has a more complex effect on the path than simple mediation.
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|a OpenAccess
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|a Conference Contribution
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| 856 |
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|z Get fulltext
|u http://hdl.handle.net/10292/2195
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