A Re-Examination Of The Commitment-Trust Theory

Abstract

This paper reports on the results of a replication study of the commitment-trust model proposed by Morgan and Hunt (1994). The research has applied the model in a health care environment and attempted to test the generalisability of the model and the stability of the hypothesised paths between the constructs and variables involved. Although the results have provided some support as to the stability of the model they have also indicated the need to, (a) develop more robust measurement scales, (b) test for different conceptualisations of the relationships (i.e. as the original authors stated the evaluation of alternative or extended model specifications), (c) examine the behaviour of its variables and constructs under differing market conditions and for different subpopulations, and (d) investigate the impact of market structures, e.g. number of competitors, on the hypothesised effects of the variables and constructs.