Commitment-trust Theory Research Articles

Commitment-trust theory in social media interactions: implications for firms

ABSTRACT Undoubtedly, social media interactions have created phenomenal opportunities for firms, consumers, and brands to engage with one another across the world. These interactions provide marketers with valuable tools to foster deeper connections, personalize experiences, and co-create value with consumers. However, they also pose challenges, including privacy concerns, data security, and misinformation. Drawing from the commitment-trust theory, this research identifies four major opportunities and four significant challenges associated with social media interactions that influence consumer commitment and trust. By developing an integrative theoretical framework and exploring the positive and negative aspects of social media interactions, this research identifies ways to enhance commitment and trust among stakeholders. The research concludes by discussing implications for marketing theory and practice and outlining future research directions.

The impact of Islamic banks’ non-Shariah-compliant income on customers’ trust and commitment: case of Islamic banks in Pakistan

Purpose Islamic banking is a financial institution that is concerned with the regulation of the Shariah guidelines. Several full-fledged and Windows-based Islamic banks in Pakistan have reported non-Shariah-compliant income (NSCI) due to various operational investment activities. Hence, this issue has attracted this study to examine the impact of NSCI, especially from the perspective of Islamic bank (IB) customers’ trust and commitment. Design/methodology/approach This study used trust-commitment theory as the underlying theory to examine customers’ trust and commitment. A total of 341 questionnaires have been distributed, and the data is analysed using the structural equation modelling (SEM) method. Findings The results show the commitment of IB customers has a significant relationship with the benevolence, trust and shared values of the top management of IBs. Meanwhile, the other two constructs, the ability and integrity of the top management, are found to be insignificant. Research limitations/implications The gender diversity among banks’ customers in Pakistan is the main limitation in this study. There were difficulties in selecting a more representative sample due to gender domination issues in the country. Thus the data revealed that 62.8% were male respondents, which confirms the prior research on the gender disparity. Originality/value This study provides interesting insights into the context of Pakistan’s Islamic banking sector as it examines top management’s ability, integrity, benevolence and shared values to affect trust and commitment, and the role of trust as a mediator.

Effect of Supplier Relationship Management Practices on Organizational Performance of Supermarkets in Kenya: A Case of Naivas Supermarkets in Nakuru County

Supplier relationship management is managing suppliers and vendors and enhancing strategic partnerships. The study’s goal was to establish the effect of supplier relationship management on organizational performance of Naivas supermarkets, Nakuru County. For companies to be established, they must focus on creating closer connections with other organizations to attain competitive advantage. This has made organizations develop the urgency to have lasting relationships with suppliers with intentions of increasing SC performance. This research sought to understand whether information sharing, buyer-supplier trust, supplier collaboration and supplier commitment positively contribute to organizational success and performance. SRM practices make organizational performance better however, there’s limited empirical evidence on their impact within supermarkets in Kenya, which presents a research deficiency that the research desired to fill. The investigation’s objectives included; to examine the effect of information sharing on the organizational performance of Naivas supermarket, to determine the effect of buyer-supplier trust on the performance of Naivas Supermarket, to determine the effect of supplier collaboration on the organizational performance of Naivas Supermarket. The theories were; social exchange theory, commitment trust theory of relationship marketing and resource-based theory. Descriptive research design was employed. The target population was 82 respondents working at the seven Naivas supermarket branches in Nakuru County. A census was employed in this study. The study used questionnaires and interviews. Questionnaires were issued to 82 respondents but only 70 were filled and returned. Interviews were conducted with top employees. Descriptive statistics and inferential statistics were employed for results interpretation. Data analysis was done through Microsoft excel Data analysis tool and SPSS. Results were displayed through tables. The first objective results showed that there’s a positive relationship between information sharing and organizational performance (r= .373, p value=0.001). The second objective results, imply a positive correlation between buyer-supplier trust and organizational performance (r=.369, p value= 0.001). Third objective indicated a significant positive relationship between supplier collaboration and organizational performance (r=.455, p value=0.000). The fourth objective’s results showed strong positive correlation between supplier commitment and organizational performance (r= .489, p value= 0.000). The study concluded that Naivas supermarkets in Nakuru consider practicing the objectives as this will lead to increased performance. The study recommends that it is important to have training programs for all involved and the service users have to be informed about the decisions that are related to supplier management. This study recommends that the supermarkets should work collaboratively with logistics providers.

Revisiting buyer–seller relationships in sustainable sourcing: advancing trust-commitment theory within the context of blockchain technology

Revisiting buyer–seller relationships in sustainable sourcing: advancing trust-commitment theory within the context of blockchain technology

Consumer purchase intention toward POI-retailers in cross-border E-commerce: An integration of technology acceptance model and commitment-trust theory

Consumer purchase intention in cross-border e-commerce (CBEC) has received significant attention in international marketing. However, little research has investigated consumer purchase intention toward smaller resource-constrained retailers who develop country-specific websites, also labeled as partial online internationalization (POI) retailers in CBEC. The Technology Acceptance Model (TAM) and the Commitment-Trust Theory (CTT) are the most influential theories explaining online purchase intention, yet few studies have integrated them. Therefore, the purpose of this study is to integrate the TAM and CTT to shed light on consumer purchase intention toward POI-retailers in CBEC. Based on 364 respondents visiting a real-life POI-retailer’s country-specific website and answering a questionnaire, findings reveal that perceived usefulness, ease of use, and trust do not significantly impact purchase intention. Instead, perceived usefulness and ease of use need to be mediated by both trust and commitment, while trust needs to be mediated by commitment to affect purchase intention. This suggests that the path to consumer purchase intention toward POI-retailers differs from the findings of previous studies based on TAM and CTT.

The effect of social media marketing activities dimensions on value co-creation behavior: An application of the commitment-trust theory

Previous studies have not paid much attention to the effect of social media marketing activities on value co-creation behavior. Especially, up to now, no one has studied the effects of social media marketing activities dimensions on value co-creation behavior. This study applies the commitment-trust theory to develop and estimate this relationship through brand trust and brand commitment on social media in Vietnam. The snowball sampling technique was applied to gather 504 social media users through social media platforms in Vietnam. The proposed research model was tested through PLS-SEM using SmartPLS 4. The results highlighted that most social media marketing activities dimensions (including trendiness, electronic word of mouth, interaction, and customization) affect brand trust (pc are 0.42, 0.152, 0.112, 0.097, respectively, and p-values are all less than 0.05). Simultaneously, brand trust was found to have a positive effect on brand commitment (pc =0.405, p = 0.000). Furthermore, calculation results revealed that brand commitment contributed significantly and strongly to their co-value behavior towards brands (pc = 0.531, p = 0.000). On the contrary, the data do not support a direct impact of entertainment on brand trust (pc = 0.001, p = 0.990) and brand trust on co-value behavior (pc = 0.025, p = 0.466) at a significance level of less than 5%. Ultimately, the findings also suggest a guide to social media marketers to drive customer value co-creation behavior for brands. AcknowledgmentThis work was supported by the National Foundation for Science & Technology Development of Vietnam under Decision No. 131/QD-HDQL-NAFOSTED dated September 21, 2020.

Does Experience Guide People to Rebuy? Brand Loyalty at Ice Cream Shops in Yogyakarta

Food tourism is a major attraction for tourists because it provides an unforgettable experience. Yogyakarta is a tourist destination that is increasingly in demand because of its contemporary culinary concept. This research aims to determine the phenomenon of the experience of visitors to ice cream shops in Yogyakarta in enjoying ice cream in a shop with a unique concept in a tropical atmosphere. The brand experience felt by the ice cream shop customers was tested for its influence on brand loyalty. The concept of brand trust is also tested as a mediator of the relationship between brand experience and brand loyalty based on the commitment-trust theory. The formation of brand loyalty through the concepts of experience and trust is closely related to long-term brand-customer relationship management. A total of 179 data were analyzed using the PLS-SEM method. The research results show that brand experience has a positive significant effect on brand loyalty. In an indirect relationship, brand trust partially mediates the relationship between brand experience and brand loyalty.

Influence of Trust on Customer Loyalty in The Small and Medium Enterprises Sector in Tanzania

This paper examined the influence of trust on customer loyalty in SMEs in Tanzania. The study used trust-commitment theory, behaviourist theory, and cognitive theory to determine the influence of trust on customer loyalty in SMEs in Tanzania. Customers from bars, hair salons, and kiosks in Dodoma Urban City participated in the survey. Convenience sampling was used to obtain the sample size of 288 respondents. The study data was obtained from customers using questionnaires. The questionnaires were self-administered to customers of bars, hair salons, and kiosks to gather data. Descriptive statistics was used to summarize data and show meaningful patterns while inferential statistics which included correlation analysis and regression analysis was employed to test the study hypotheses. The findings showed that trust significantly influenced customer loyalty. The study therefore concludes that the application of trust improves customer loyalty in SMEs in Tanzania.

Religious-based ethics and buy-now-pay-later re-usage intention among Muslim consumers in Indonesia and Malaysia: a commitment-trust theory perspective

Religious-based ethics and buy-now-pay-later re-usage intention among Muslim consumers in Indonesia and Malaysia: a commitment-trust theory perspective

Exploring Determinants That Influence the Usage Intention of AI-Based Customer Services in the UAE

Artificial intelligence (AI) is revolutionizing the way customers interact with organizations and companies. There is a lack of research into AI-enabled customer experiences. Hence, this study aims to use the relevant literature to propose a conceptual framework for how the integration of AI in customer service can lead to an improved AI-enabled customer experience. Five propositions drawn from the reviewed literature present the main factors needed to ensure end users' acceptance of AI customer service in the United Arab Emirates (UAE). Our theoretical model extends the trust-commitment theory and service quality model, and incorporates perceived problem-solving ability, to address these factors and thereby guide the successful implementation of AI based customer service projects. The paper will help in understanding the key issues surrounding AI customer service applications that may support successful operations.

Strategic Communication Effectiveness in the Ugandan Health Sector: Do Relational Cohesion and Interaction Quality Matter?

ABSTRACT A strategic approach to communication streamlines the communication processes of an organization. In a setting of a wide range of stakeholders like the healthcare system, it is important to focus communication efforts to reach the different stakeholder groups and ensure common understanding and willingness to act by all the groups in order to achieve the organization mission. This study tested the effects of relational cohesion and interaction quality on strategic communication effectiveness in the Ugandan health sector. This study is premised on the commitment-trust theory to explain the relational bonds that are embedded in interactions that drive the audience to implement the action points in the messages received. The study adopted a cross-sectional survey with mixed methods, including triangulated quantitative data collected from 381 health organizations’ audiences and qualitative data collected from 12 key informants. The results revealed that relational cohesion is a significant predictor of strategic communication effectiveness. The results further indicated that interaction quality is a partial mediator between relational cohesion and strategic communication effectiveness. Theoretical and policy implications are provided, and direct interactions like dialogues and one-on-one communication formats are recommended as the best communication strategies to achieve the organization mission.

Relational exchanges in the sales domain: A review and research agenda through the lens of commitment-trust theory of relationship marketing

The commitment-trust theory (C-T theory) of relationship marketing ushered in a new marketing paradigm that shifted attention from discrete transactions to establishing, developing, and maintaining successful relational exchanges not only within buyer–seller dyads, but also across a broad spectrum of internal and external relationships involving a focal firm. Because of its relevance and implications, the theory has had a profound impact on the marketing discipline and beyond. This article employs the four broad categories of relational exchanges (i.e., supplier, lateral, buyer, and internal partnerships) identified in the C-T theory as an organizing framework to (1) review extant research on relationship marketing in the sales literature and (2) identify research gaps to stimulate future research within these four categories. Additionally, several promising avenues for future research on relationship marketing in the sales domain are also identified. Overall, this article underscores the significant impact of C-T theory on the sales literature.

Understanding the factors influencing the continuous usage intention of healthcare apps: analysing the moderating impact of psychological distance and health consciousness

ABSTRACT The present research explores the factors influencing consumers’ continuous usage intention (CUI) of healthcare apps with the help of IS continuance theory and commitment trust theory. This study also explores how psychological distance and health consciousness moderate the relationship between consumer satisfaction with healthcare apps and their CUI. Using a survey approach, 386 responses were received. An analysis was performed using a sequential approach with SEM and fsQCA. The findings showed that perceived usefulness, perceived confirmation, trust, satisfaction, affective commitment and calculative commitment directly or indirectly affect the CUI for healthcare apps. A combination of trust, satisfaction, perceived confirmation and calculative commitment achieved outcome sufficiency and resulted in high CUI levels for healthcare apps. Health consciousness positively moderated the association between satisfaction and CUI, whereas psychological distance negatively moderated it. The research findings shed light on marketers/policymakers for wider adoption and continued usage of healthcare apps.

The Impact of Perceived Quality and Brand Loyalty on Venture’s Equity: The Mediating Role of Customer Trust

The primary focus of this study is to provide new insights into the correlation between brand loyalty, perceived quality, and entrepreneurial venture’s value, while taking into account the role of customer trust as a mediator. It is found that perceived quality plays a vital role in augmenting venture’s value, with customer trust acting as an intermediary between venture’s value and the aforementioned factors. Noteworthy theories such as the Trust-Commitment theory, Expectation-Confirmation theory, and the Edelman Trust report emphasize the significance of customer trust in building venture’s value. As brands continue to wield greater influence in consumer decision-making processes, venture’s value assets become a metric for measuring consumer trust. The research methodology employed is based on survey-based random polling method. The statistical validity of these assumptions is established through econometric tools, specifically analysis of variance, structural equation modeling (SEM), and fitness testing. However, it is important to note that the limited sample size is a crucial constraint in this study, and it is recommended to expand the comprehensive representation of venture’s value to encompass a wider range of geographical areas in order to enhance its external validity.

The Impacts of Traceability Systems on Consumer Trust

ABSTRACT The question of how the quality of traceability information using traceability systems contributes to consumer trust is of interest to scholars and practitioners. Commitment-trust theory was used to develop a model of how the quality of traceability information influences consumer trust in the context of food safety. A consumer-based questionnaire survey was conducted within Australia and Taiwan to test the models. Results of the structural model testing show that perceived risk increases the perceived informativeness of traceability systems. Importantly, traceability information about a product has a positive impact on consumer trust which in turn positively affects purchase intentions.

Millennials’ interactions with social media content on cruise tourism

Purpose The cruise industry has used technology to attract more millennials than ever before. The progression of social media has transformed the way young individuals gather information for their travel decision-making. Hence, this study aims to investigate the effects of the characteristics of social media – Instagram – on millennials’ trust in and attitudes toward social media content and their behavioral intentions. Design/methodology/approach A self-administered survey was designed to test the study model, and 323 responses collected were deemed valid for main data analysis. Findings The results revealed that perceived enjoyment of content is a powerful antecedent of trust, attitudes and behavioral intentions. Content quality is a strong predictor of trust but has no meaningful effect on attitudes and behavioral intentions. Originality/value Theoretically, this study contributes to the research in the tourism literature on social media and cruise marketing based on integrating into the technology acceptance model, the characteristics of social media content and trust based on commitment-trust theory. This study can help cruise operators use Instagram to influence millennials and suggests significant implications based on social media interactions with millennials.

From likes to loyalty: Exploring the impact of influencer credibility on purchase intentions in TikTok

In recent years, influencer marketing has gained significant prominence within the digital marketing landscape, particularly on platforms such as TikTok. This study seeks to investigate the factors that influence the credibility and trust of influencers in TikTok marketing campaigns, and their subsequent impact on customer loyalty, purchase intentions, and recommendation behavior. Using a two-stage research methodology that integrates the Stimulus-Organism-Response (SOR) model and the Commitment-Trust Theory, 880 active TikTok users participated in this study. In the initial phase, structural equation modeling (SEM) was employed to identify the most influential predictors. Subsequently, a neural network model was utilized in the subsequent phase to validate the predictors identified from the SEM analysis. The empirical findings provide robust confirmation for all the proposed relationships outlined in the theoretical model. These research findings carry significant implications for brands and marketing practitioners, providing them with valuable insights to Lindevelop effective influencer marketing strategies that capitalize on the vast potential of this rapidly expanding platform.

Crypto-wallets revolution! Key factors driving behavioral intention to adopt the Coinbase Wallet using mixed PLS-SEM/fsQCA methodology in the Spanish environment

PurposeThe aim of this study is to examine the behavioral intention (BI) to adopt the Coinbase Wallet by Spanish users.Design/methodology/approachA survey was administered to individuals residing in Spain between March and April 2021. There were 301 questionnaires analyzed. This research applies a new predictive model based on technology acceptance model (TAM) 2, the unified theory of acceptance and use of technology (UTAUT) model, the theory of perceived risk and the commitment trust theory. A mixed partial least squares structural equation modeling (PLS-SEM)/fuzzy-set qualitative comparative analysis (fsQCA) methodology was employed for the modeling and data analysis.FindingsThe results showed that all the variables proposed have a direct and positive influence on the intention to use a Coinbase Wallet. The findings present clear directions for traders, investors and academics focused on improving their understanding of the characteristics of these markets.Originality/valueFirst, this study addresses important concerns relating to the adoption of crypto-wallets during the global pandemic. Second, this research contributes to the existing literature by adding electronic word of mouth (e-WOM), trust, web quality and perceived risk as new drivers of the intention to use the Coinbase Wallet, providing unique and innovative insights. Finally, the study offers a solid methodological contribution by integrating linear (PLS) and nonlinear (fsQCA) techniques, showing that both methodologies provide a better understanding of the problem and a more detailed awareness of the patterns of antecedent factors.

Buyer / Seller Relationship in the Services Sector at the Bottom of the Pyramid: A Commitment-Trust Theory Perspective

Drawing on the commitment-trust theory as the central approach, this paper aims to evaluate the importance of the commitment-trust theory in improving relationships between buyers and sellers in the service sector at the Bottom of the Pyramid. The paper further aims to investigate if the relationship formed between the buyers/sellers can impact the organization’s financial performance through customer satisfaction. From that, a conceptual framework is developed, which illustrates how the buyers’ and sellers’ relationships through commitment-trust theory are displayed as mediators in the conceptual framework, subsequently impacting the financial performance of the service providers. The study is a conceptual paper; therefore, it only concentrated on secondary data, which led to reviewing the literature of 190 articles focused on the conceptual evaluation of existing actors in relationship marketing and services marketing. The findings of this study illustrate that service providers should not only concentrate on high earners but also give attention to the bottom of the pyramid markets as those markets are also profitable. The findings also prove that service providers must adequately pay attention to the Bottom of the pyramid customers. The findings further revealed that well-served customers result in positive word of mouth, which subsequently increases loyalty and referrals, thus resulting in more outstanding market share. The study also showed that the customers at the Bottom of the Pyramid are not usually well acquainted with the benefits of the products and their rights as consumers; hence, some service providers take advantage of them.

Brand Trust and Brand Evangelism of Healthcare Firms in South- South Nigeria: The Moderating Role of Brand Love

When we consider that humans, plants and animals receive their wellness and wellbeing from medical products and services in modern society, we see that it is vitally important that firms in the healthcare ecosystem recognize and nurture customers’ trust and love for their brands. This study carefully investigated the impact of brand trust on brand evangelism of healthcare firms in south-south Nigeria and the moderating role of brand love. In spite of the growing insight into customers’ brand relationship and its impact on brand evangelism in developed economies, brand trust and evangelism for healthcare brands in south-south Nigeria, remains tenuous, revealing a significant gap in literature. Addressing this gap, we adopt the Commitment-trust Theory perspective to uncover how customers’ trust in healthcare brands can impact on brand evangelism. A quantitative and exploratory research design was the methodological approach employed to investigate customers of healthcare firms in south-south Nigeria. Due to the infinite nature of the population, the cluster probability sampling technique was used and the population divided into twenty (20) clusters of adults within the ages of 25-55years in Akwa Ibom, Bayelsa, Cross River, Delta, Edo, and Rivers State. Hence, one hundred (100) copies of questionnaire in a five-point Likert scale ranging from 1 = strongly disagree to 5 = strongly agree were designed and administered to obtain primary data. With the aid of the International Business Machine (IBM), Statistical Package for the Social Sciences (SPSS) software, version 23, multiple linear regression was used to determine the degree of impact brand trust has on brand evangelism while Andrew F. Hayes’ PROCESS Procedure for SPSS Version 4.2 was used to determine the extent of moderation of brand love on the impact of brand trust (brand credibility and brand integrity) on brand evangelism of healthcare firms in south-south Nigeria. In view of the test result