We next present propositions of how customer groups might differ, depending on their relational orientation toward the organization. Drawing on a road-based review of the relationship marketing literature, Morgan and Hunt (1994) theorize that trust and commitment are key mediating constructs in successful relational exchanges. On the basis of this theory, we hypothesize that trust and commitment, rather than overall satisfaction, are focal intermediate con- structs in the latent structure models of component and global evaluations of those customers who have a high relational or partnering orientation to the organization.