Document Type


Article Version

Publisher's PDF

Publication Date

Fall 2003


This paper extends the study of relational exchange to retail markets. We propose that certain individual level determinants (perceived differences between stores and prior experience) are determinants of store commitment. Store trust and store affect are also modeled as intervening variables in the process. Survey data of consumers at a retail store with an affective environment provide evidence that experience is both directly and indirectly (through trust) related to store commitment, while perceived differences is indirectly related to store commitment through both trust and affect generated by the store.


Copyright 2003 The Marketing Management Association

Archived with permission from the copyright holder.

Publication Title

The Marketing Management Journal

Published Citation

Chaudhuri, A. and Ligas, M. (2003). The Effect of Affect and Trust on Commitment in Retail Store Relationships, 13(2), 45-53.

Peer Reviewed