THE COMMITMENT-TRUST THEORY: KEY INSIGHTS AND CONTEMPORARY APPLICATIONS

Morgan and Hunt's (1994) "The Commitment-Trust Theory of Relationship Marketing" is a pivotal work in marketing literature, recognized for its significant impact and extensive citations. Ranked first by ISI Essential Science Indicators SM in Economics and Business, this paper has been cited approximately four hundred times over a decade. The theory emphasizes the crucial roles of commitment and trust in developing and maintaining effective business-customer relationships. This paper revisits the commitment-trust theory, delving into its core principles, influence on subsequent research, and practical implications for contemporary marketing strategies. The analysis highlights the theory's enduring significance and continued relevance in understanding and enhancing relationship marketing across various contexts