Gender, Trust, Performance and the Relationship Lifecycle.

David Dowell, Mark Morrison

Research output: Contribution to conferencePaperpeer-review


The importance of trust in influencing relationship performance is well recognised in the relationship marketing literature, particularly for business to business relationships. However less well known is the relative influence of the various emotional and cognitive components of trust on performance, and how the influence of these constructs changes across different stages of the relationship lifecycle. Further, little is known about whether the importance of these constructs differs for men and women. In a study of 380 businesses the influence of both cognitive and emotional components of trust, as well as several other variables including commitment and liking are examined to determine their influence on relationship performance. The relationships between these variables are investigated in both the early and mature phases of the relationship lifecycle, and separately for men and women. Using structural equation
modelling and multi-group analysis, early differences and later similarities between males and females are identified.
Original languageEnglish
Publication statusPublished - Dec 2008
EventAustralian and New Zealand Marketing Academy Conference 2008 - Main Conference Olympic Stadium, Sydney, Australia
Duration: 01 Dec 200803 Dec 2008


ConferenceAustralian and New Zealand Marketing Academy Conference 2008
Abbreviated titleANZMAC 2008
Period01 Dec 200803 Dec 2008
OtherShifting focus from the mainstream to the offbeat
Internet address


Dive into the research topics of 'Gender, Trust, Performance and the Relationship Lifecycle.'. Together they form a unique fingerprint.

Cite this