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Is Trust-Commitment the Same as Trust-Adherence? Extending Relationship Marketing Theory into Public Health
Florida Health Grand Rounds
Is Trust-Commitment the Same as Trust-Adherence? Extending Relationship Marketing Theory into Public Health
March 14, 2017, 10:00 a.m. – 11:00 a.m., ET
Presented by John F. Riggs, DBA
Professor of Practice in Marketing, Executive Director Centurion Sales Program, Stetson University
Non-adherence to treatment regimens, preventative health initiatives, and health education programs is an ever present and multifaceted issue, the prominence of which is suggested to escalate as the population ages. The costs associated with non-adherent behaviors are far-reaching, including lost time, negative financial effects, wasted resources, and bad health outcomes. This presentation explores the determinant factors related to non-adherence behaviors through the lens of empirically tested business models. In a business context, when both commitment and trust, not just one or the other, are present, they produce outcomes that promote efficiency, productivity, and effectiveness (Morgan & Hunt 1994). Practically applied, high measures of commitment and trust produce collaborative behaviors that result in positive outcomes. Finally, we will discuss to what degree the presence of trust may impact the level of adherence.
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