A perspective for understanding moral commitment: the physicians' case

For an exchange to occur in a commercial setting between a salesperson and a customer is one thing; for an exchange to occur in a health care setting between a physician and a patient is another matter. Traditional marketing exchange literature is mostly concerned about discrete relationships in commercial settings. Such concern has encouraged a narrow view of loyalty toward the customer. This paper borrows ideas from marketing and other related sources, and examines the physician's commitment to the patient, stressing in the process the importance of moral commitment.