An experimental investigation of satisfaction and commitment in marketing channels: the role of trust and dependence

Abstract

This paper examines the independent and interactive effects of trust and dependence on satisfaction and commitment in a contrived dyadic exchange relationship. Trust and dependence were manipulated in a 2 × 2 factorial experiment. Data were obtained from a sample of 72 business executives. The findings indicate main effects of trust and dependence on satisfaction. For commitment, an interaction effect was found. Managerial implications of building trust in dependence relations are discussed.