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Article
The Effect of Affect and Trust on Commitment in Retail Store Relationships
The Marketing Management Journal
  • Arjun Chaudhuri, Fairfield University
  • Mark S. Ligas, Fairfield University
Document Type
Article
Article Version
Publisher's PDF
Publication Date
10-1-2003
Disciplines
Abstract

This paper extends the study of relational exchange to retail markets. We propose that certain individual level determinants (perceived differences between stores and prior experience) are determinants of store commitment. Store trust and store affect are also modeled as intervening variables in the process. Survey data of consumers at a retail store with an affective environment provide evidence that experience is both directly and indirectly (through trust) related to store commitment, while perceived differences is indirectly related to store commitment through both trust and affect generated by the store.

Comments

Copyright 2003 The Marketing Management Association

Archived with permission from the copyright holder.

Published Citation
Chaudhuri, A. and Ligas, M. (2003). The Effect of Affect and Trust on Commitment in Retail Store Relationships, 13(2), 45-53.
None
Peer Reviewed
Citation Information
Arjun Chaudhuri and Mark S. Ligas. "The Effect of Affect and Trust on Commitment in Retail Store Relationships" The Marketing Management Journal Vol. 13 Iss. 2 (2003)
Available at: http://works.bepress.com/mark_ligas/10/