Analysis Of The Commitment-Trust Theory Of Relationship Marketing

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As Harvey’s book progresses, he begins to elaborate on how to seal the deal in a relationship. These suggestions include: the make or break questions that need to be asked to determine true compatibility and how long a couple should wait to have sex. Many couples go through the phase of determining “what are we?” The “defining the relationship” talk is one conversation that can easily make or break a relationship if a couple is not on the same page. Harvey is clear by stating that, “[a woman’s] objective is to avoid being on the string. The first step, is to get over the fear of losing a man by confronting him” (Harvey et al., pg. 131). Asking certain and important questions does not make a woman needy or pushing. These questions help women decipher if a budding relationship is worth putting in effort, commitment, and time. What are your long time goals? What are your intentions with me? Do our values align? Each of these questions are so important. As a woman, “If putting your requirements on the table means you risk him walking away, it’s a risk you have to take” (Harvey et al., pg. 132). Robert M. Morgan and Shelby D. Hunt explain more about taking the plunge into a committed relationship in their article, “The Commitment-Trust Theory of Relationship Marketing.” “When both commitment and trust—not just one or the other—are present, they produce outcomes that promote efficiency, productivity, and effectiveness,” Morgan states (Morgan, pg. 22). Whether in the business world, or a relationship, defining the common goals in a partnership is important when trying to produce a long lasting, and …show more content…
For example, women’s sexual freedom is universally restricted compared with men’s” (Marston, pg.

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