Relational Versus Discrete Exchanges: The Role of Trust and Commitment in Determining Customer Satisfaction

Consumer-firm relationships have been compared to intimate relationships. This research examines two aspects of close relationships, trust and commitment, and their effect on satisfaction. Subjects were asked to consider themselves in a purchase situation (video rental) and evaluate their level of commitment, trust and satisfaction for the store, the videos rented from the store and their relationship with the store. The findings indicate that individuals engaged in relational exchanges are more committed to and trusting of the marketer than those involved in discrete exchanges. Further, trust and commitment were found to lead to relationship satisfaction, product satisfaction and store satisfaction.