Journal of the Academy of Marketing Science · 2004 · 928 citations · 56 references
BusinessMarketingMarketing ManagementCustomer Relationship ManagementService OperationsServices MarketingCustomer Experience ManagementCustomer ParticipationCustomer SatisfactionCustomer Service ManagementService DeliveryService Delivery SystemsCustomer Service ClimateCustomer Service StrategyService ModelingService Provider ManagementService-oriented Component Models
56
The Commitment-Trust Theory of Relationship Marketing
Robert M. Morgan, Shelby D. Hunt · Journal of Marketing · 1994 · 17.4K citations