Written By: Tim Christiansen and Sharon A. DeVaney

Financial planners must establish and nurture relationships with their clients, yet there has been little empirical work examining factors that contribute to the development of successful relationships. The current research utilizes a framework from the marketing relationship literature to examine the effect of five factors on the level of trust and commitment a client has to a planner. Data were collected from current clients of a planner and examined through path analysis. The research found that communication plays a key role in determining the level of trust, and subsequently trust is the key variable related to commitment. Key words: Financial planners, Marketing relationships, Social Exchange Theory.

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