Trust and Commitment in Relationship Marketing: The Perspective from Decision Science

by :Cathal M. Brugha, University College Dublin, Dublin

(1999)

Abstract: 
This article takes a critical view of the research process commonly found in marketing. It proposes the use of  Nomology, a decision science technique that applies meta-modelling to relational marketing concepts such as commitment and trust. It then synthesises some of the recent literature on relational marketing into a  two-dimensional structure of a convincing process within a committing process.
Introduction :
This article was formed out of a background that includes some criticisms of the process whereby marketing theory is developed. Having graduated with degrees including mathematical statistics to masters level and worked for a few years in the computer industry I spent nearly two decades teaching the quantitative side of various marketing courses and supporting minor dissertations. There was a constant battle between us who  were faithful to the quantitative side and its opponents. We kept up the battle because we were concerned to maintain a high standard in our courses. However, later we became concerned with the lack of rigour on the other side. As time went on it became apparent to us that we could not hope to influence the overall package simply by holding a line on quantitative content. We could ensure that the quantitative subjects were well  taught and that the statistical surveys were carried out faithfully and interpreted honestly. Unfortunately we did not hold centre stage in the world of academic marketing, and some of those who did had an inadequate understanding of statistical proofs and their use in the process of developing marketing theory.

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Artikel Lengkap dikompilasi oleh/ HUBUNGI :

Kanaidi, SE., M.Si  (Penulis “Buku Dasar-Dasar PERIKLANAN”, Service Quality and Motivation Trainer, Dosen Marketing Management,  Praktisi Bisnis)

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