Still In The Lab. Results Pending.
RELATIONSHIP AND NETWORK MARKETING
Exploring Trust, Commitment & Performance in Business Relationships
60.7
MERIT
Explored how trust and relationship marketing drive long-term business success
Understanding How Trust Shapes Long-Term Business Relationships and Marketing Performance
Strategic resarch on relationship marketing , Trust Dynamics & business Performance
ABOUT THE PROJECT
Can trust alone influence long-term business performance?
As part of my MSc journey at Queen Mary University of London, this group research project explored the evolution of trust within business relationships and its impact on long-term marketing performance.
Our research focused on understanding how relationship marketing has developed over time, particularly through the lens of trust, commitment, communication, and cooperation between businesses and customers. We critically analysed seminal academic studies, including Morgan & Hunt’s Commitment-Trust Theory, Jap’s collaboration framework in buyer-supplier relationships, and Palmatier’s meta-analysis on relationship marketing effectiveness.
APPROACH
Our approach combined strategic literature analysis, conceptual framework evaluation, and comparative research synthesis to understand how relational mediators such as trust, commitment, satisfaction, and relationship quality influence organisational outcomes. The research highlighted that strong business relationships significantly impact cooperation, customer retention, and word-of-mouth advocacy, while factors such as communication quality, expertise, and relationship investment play a major role in strengthening trust-driven exchanges.
The project involved reviewing and synthesising academic literature to identify:
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how trust influences customer loyalty and business performance,
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the mechanisms that strengthen long-term business relationships,
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the role of communication and relationship investment,
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and the gaps that still exist within relationship marketing research.
Decoding Relationship Strategy in Business Networks
Exploring the strategic role of trust, commitment, and relational dynamics in modern business relationships.
As part of my MSc at Queen Mary University of London, I completed an examination focused on trust, relationship marketing, and business network dynamics.
Trust In Practice
PROJECT FILES & SUPPORTING DOCUMENTS
