Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

Trust and commitment 
According to Morgan and Hunt (1994), trust and commitment are at the heart of any successful relationship 
with customers. Bowen and Shoemaker (1998) developed the model of service relationship based in part on Morgan 
and Hunt (1994). Their empirical findings of a structural model suggested that benefits and trust were the most 
important antecedents to guest commitment. Strong empirical evidence exists for a positive path from trust to 
relationship commitment (e.g., Morgan & Hunt, 1994). Thus, the following hypothesis is proposed: 
Hypothesis 4
: Trust through satisfaction with service recovery positively affects commitment.