The Extended KMV Model of Relationship Marketing (Morgan - Hunt, 1994)

The following Diagram presents “The Extended KMV Model of Relationship Marketing” as it was described by Morgan and Hunt (1994, p. 33) with the positive and negative precursors and outcomes of Relationship Commitment and Trust:

Based on the above work of Morgan and Hunt (1994) (“The Commitment-Trust Theory of Relationship Marketing”, p. 33), the Diagram shows the influence of the five major precursors of Relationship Commitment and Trust (Relationship Termination Costs, Relationship Benefits, Shared Values, Communication and Opportunistic Behaviour) on the outcomes of Relationship Commitment and Trust (Acquiescence, Propensity to Leave, Cooperation, Functional Conflict and Decision-making Uncertainty) in order to achieve a successful Relationship Marketing.