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Article
Publication date: 25 September 2007

David C. Arnott

The primary purpose of this article is to introduce the special issue on trust in marketing and the selected papers. However, it has a secondary objective of acting as a brief…

7087

Abstract

Purpose

The primary purpose of this article is to introduce the special issue on trust in marketing and the selected papers. However, it has a secondary objective of acting as a brief introduction to the concept of trust, of highlighting the scope and scale of research into the concept in a range of disciplines, and of stimulating more research in areas identified as still being under‐explored.

Design/methodology/approach

This is a discursive paper based on analysis and synthesis of trust literature and of submissions to the special issue.

Findings

This paper finds that despite a broad spectrum of disciplines that investigate trust, and despite this special issue in the area of marketing, there are still areas open for research into trust in marketing, for example the role of trust in a B2C context, the impact of indirect (referent) experience versus direct experience of levels of trust, and exploring the concept using more interpretivist or phenomenological approaches.

Research limitations/implications

The historical synthesis provides researchers new to the field with some foundational literature. For those interested in current thoughts, the discussion provides a synthesis of the areas represented by the paper in this special issue. For those interested in new areas it offers suggestions as to some possibilities.

Originality/value

The value of the paper lies in linking the special issue articles to areas of current interest and the identification of under‐researched areas of trust in a marketing context.

Details

European Journal of Marketing, vol. 41 no. 9/10
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 25 September 2007

David C. Arnott

The primary purpose of this bibliography is to provide a compilation of trust‐related articles from the disparate fields in which trust has been explored (from psychology to…

4664

Abstract

Purpose

The primary purpose of this bibliography is to provide a compilation of trust‐related articles from the disparate fields in which trust has been explored (from psychology to sociology and information systems to marketing. Years in its compilation and (still incomplete), it provides a listing that is not easily obtained even with the search capability of the internet and electronic library catalogues. Its secondary purpose is to highlight which articles are used most by marketing‐related trust researchers both in general and within the submissions to the special issue.

Design/methodology/approach

The bibliography was compiled via search and analysis of databases, reference lists, bibliographies, internet searches, library catalogues, university web pages, researchers' curricula vitae (inter alia) for conference papers, journal articles, and books that use trust as a key concept within the work.

Findings

The paper finds that there is a plethora of material on trust, but spread across several thousand sources. No single comprehensive collection exists and the need for such a compilation is of value to researchers.

Research limitations/implications

The paper is an invaluable source of references on trust from across a wide range of academic disciplines.

Originality/value

The main contribution of the paper is the cross‐disciplinary nature of the compilation of reference materials.

Details

European Journal of Marketing, vol. 41 no. 9/10
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 25 September 2007

Louise Canning and Stuart Hanmer‐Lloyd

The paper aims to describe and develop the constructs of trust and adaptation in supplier‐customer relationships when associated with environmental (green) issues.

2972

Abstract

Purpose

The paper aims to describe and develop the constructs of trust and adaptation in supplier‐customer relationships when associated with environmental (green) issues.

Design/methodology/approach

The study is based on empirical data obtained from the perspective of both supplier and customer companies involved in dyadic exchange relationships, using qualitative methods of data collection and analysis.

Findings

The paper uses an environmental context to show that, while having the potential to contribute to trust in dyadic relationships, adaptation can also undermine the trust that already exists between supplier and customer companies.

Research limitations/implications

The findings are derived from two instances of successful environmental adaptation, one that resulted in failure and two that were ongoing. Both of the completed projects demonstrated little apparent difficulty, while the ongoing projects featured some conflict and frustration. These differences could be explained by the tendency to rationalise events after they have occurred, eliminating the “messiness” that is inherent in dealing with collaborative efforts that involve some risk and conflicting interests. Future empirical work could perform action research in which efforts to adapt are directly observed and are discussed both during and after attempts to bring about change.

Practical implications

The paper provides recommendations of how environmental adaptations can be realised successfully even though changes might challenge the basis of an existing relationship and the trust that might already exist within it. These recommendations might equally be used to guide other forms of adaptation.

Originality/value

The paper broadens understanding of trust and adaptation by looking at a management issue that is of growing importance in supplier‐customer relationships, namely the environmental impact of business activities.

Details

European Journal of Marketing, vol. 41 no. 9/10
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 25 September 2007

Stefanos Mouzas, Stephan Henneberg and Peter Naudé

The aim of the paper is to define the role of trust and reliance in business relationships.

11511

Abstract

Purpose

The aim of the paper is to define the role of trust and reliance in business relationships.

Design/methodology/approach

After this paper identifies gaps in the literature, a conceptual model is developed, and its implications analyzed and discussed.

Findings

One of the particularities of trust is its inherent anthropocentricity. As a concept, trust appears to be more applicable at the level of inter‐personal relationships than to inter‐organizational relationships. Business relationships involve both inter‐personal and inter‐organizational relationships. The paper considers a number of other possibilities and argues that there is a need to look at reliance as an incremental intellectual lens on business relationships.

Research limitations/implications

Within a business‐to‐business marketing context, the paper discusses the impact of such a multi‐faceted conceptualization for research in business relationships.

Practical implications

Marketing researchers often neglect the fact that relationships between organizations are based on mutual interests, and attempt to stretch the concept of trust towards inter‐organizational relationships without the necessary theoretical scrutiny.

Originality/value

Applying the concept of trust to personal relationships and reliance to inter‐organizational relationships, the paper introduces a complementary, rational standard that contributes to the calculability in exchange relationships.

Details

European Journal of Marketing, vol. 41 no. 9/10
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 25 September 2007

Graham R. Massey and Philip L. Dawes

The key objective of this research is to test how two trust dimensions (cognition‐based trust and affect‐based trust) mediate the effects of three personal characteristics…

6564

Abstract

Purpose

The key objective of this research is to test how two trust dimensions (cognition‐based trust and affect‐based trust) mediate the effects of three personal characteristics (psychological distance, the marketing manager's sales experience, and the marketing manager's relative level of formal education) on the following outcome variables: dysfunctional conflict, functional conflict, and perceived relationship effectiveness.

Design/methodology/approach

Drawing on the interaction approach, the paper develops a conceptual framework to better understand the nature of the working relationship between marketing managers and sales managers. In total, it develops and test 13 hypotheses. Partial least squares was used to assess the validity of the measures, and to estimate the structural model. Using a cross‐sectional design, data were collected from 101 marketing managers in Australia.

Findings

The hypothesized model has high explanatory power and it was found that both trust dimensions strongly affected all three outcome variables. However, though both forms of trust were positively related to perceived relationship effectiveness, affect‐based trust had the strongest impact on this outcome. The results also confirm that both cognition‐ and affect‐based trust have negative effects on dysfunctional conflict, and strong positive effects on functional conflict. In addition to these new findings, the paper shows that while psychological distance has a strong negative impact on cognition‐based trust, it has no impact on affect‐based trust. Moreover, it was found that when marketing managers had greater levels of sales experience, it increased their affect‐based trust but it had no impact on cognition‐based trust. Finally, the marketing manager's relative level of formal education had no impact on either forms of trust.

Originality/value

This is one of a handful of studies to employ a large‐scale empirical approach to examine the neglected cross‐functional relationship between marketing and sales. Also, it is one of the few studies to examine the effects of cognition‐based trust and affect‐based trust on performance outcomes.

Details

European Journal of Marketing, vol. 41 no. 9/10
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 25 September 2007

Russel P.J. Kingshott and Anthony Pecotich

The nurturing of trust within firm‐customer relationships highlights the significance of social exchange theory in helping to explain the relational paradigm. By focusing upon…

5126

Abstract

Purpose

The nurturing of trust within firm‐customer relationships highlights the significance of social exchange theory in helping to explain the relational paradigm. By focusing upon this theory it was hypothesized that psychological contracts also play an important role in helping manage customer relationships. The principal purpose of this study is to explore the role of the psychological contract within the firm‐customer relationship, and its effects on trust.

Design/methodology/approach

A sample of 343 distributor firms within the motorized vehicle industry was used to test a model developed on the basis of social exchange theory.

Findings

Psychological contracts are perceptual in nature and encompass reciprocal obligations stemming from the relational marketing efforts between suppliers and distributors. This construct was shown to have a positive impact upon the level of trust and commitment within the relationship; however, perceived violations of the contract terms were found to reduce the distributor's level of trust.

Originality/value

Given that trust was found to increase commitment, these findings have important managerial implications as they show that psychological contracts will erode important customer relationships if not factored into the customer decision‐making processes within the firm.

Details

European Journal of Marketing, vol. 41 no. 9/10
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 25 September 2007

Avinandan Mukherjee and Prithwiraj Nath

Trust and commitment are the central tenets in building successful long‐term relationships in the online retailing context. In the absence of physical interaction between the…

18689

Abstract

Purpose

Trust and commitment are the central tenets in building successful long‐term relationships in the online retailing context. In the absence of physical interaction between the buyer and the seller, how websites can gain the trust of the buyers and deliver on the promises made have become central issues in online customer relationship management. This paper aims to re‐examine the commitment‐trust theory (CTT) of relationship marketing in the online retailing context. It seeks to theorize the antecedents and consequences of commitment and trust in the online context and identify how CTT can be adapted in a digitized business environment.

Design/methodology/approach

Modified constructs and their measures are developed to understand the antecedents and the outcomes of commitment and trust. Survey data from British online customers (n=651) are used to test CTT hypotheses with structural equation modelling.

Findings

The study suggests a significant modification to the traditional CTT model in the online environment. Privacy and security features of the website along with shared values are the key antecedents of trust, which in turn positively influences relationship commitment. Behavioural intentions of customers are consequences of both trust and commitment. The relationship termination cost has a negative impact on customer commitment.

Research limitations/implications

The paper identifies interesting differences between the original work by Morgan and Hunt and the findings presented, but basically concludes that the commitment‐trust theory applies to online retailing.

Originality/value

Contributions of this study in re‐examining the CTT model of relationship marketing in an online context are manifold. This paper proposes a modified model to understand the role of consumer trust and commitment in a digitized environment. The modified constructs and measures truly reflect the dynamism of online business. The extended CTT model can provide better insight into managing customer relationships in online retailing.

Details

European Journal of Marketing, vol. 41 no. 9/10
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 25 September 2007

Christina Sichtmann

The paper aims to present a comprehensive framework for understanding consumer trust in a corporate brand, incorporating both the antecedents and consequences of trust. The paper…

9386

Abstract

Purpose

The paper aims to present a comprehensive framework for understanding consumer trust in a corporate brand, incorporating both the antecedents and consequences of trust. The paper also seeks to account explicitly for the differences in antecedents and consequences of trust found among customers and among non‐customers.

Design/methodology/approach

Data were obtained from 308 face‐to‐face interviews conducted in Germany. Structural equation modelling was used in order to test the proposed hypotheses.

Findings

The results indicate that competence and credibility have a high explanatory power as antecedents of trust. Trust has a considerable impact on supplier selection for existing and new products, as well as on the word‐of‐mouth (WOM) behaviour of consumers. There are strong differences between customers and non‐customers in terms of the antecedents and consequences of trust in a corporate brand.

Research limitations/implications

In order to generalise the findings, the model needs to be tested with other samples and research objects. Marketing research into trust should focus on competence and credibility as important antecedents of trust. The findings propose that trust has positive effects on purchase intention and WOM behaviour. Marketing research should pay more attention to the role of trust in gaining new customers.

Practical implications

Because of the positive influence on marketing success, managers should focus on trust‐building activities that centre on competence and credibility primarily with current customers. However, trust also seems to be a good device to gain customers from competitors.

Originality/value

The contributions of the paper are, firstly, a more complete framework of trust that analyses both antecedents and consequences of trust simultaneously. Secondly, the study allows a direct comparison of the difference in antecedents and consequences of trust between customers on the one hand and non‐customers on the other.

Details

European Journal of Marketing, vol. 41 no. 9/10
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 25 September 2007

Patricia M. Doney, James M. Barry and Russell Abratt

The purpose of this paper is to specify and test factors surrounding trusting relationships between buyers and suppliers in a global, business‐to‐business services context. In so…

9719

Abstract

Purpose

The purpose of this paper is to specify and test factors surrounding trusting relationships between buyers and suppliers in a global, business‐to‐business services context. In so doing, the paper aims to help to extend relationship marketing theories to this under‐researched domain.

Design/methodology/approach

A literature review and results of qualitative interviews in the paper provide a conceptual framework for the trust formation process and relational outcomes of trust. The research then tests a model of hypothesized relationships using structural equation modeling.

Findings

The paper confirms the influence of trust building behaviors (social interaction, open communications, customer orientation) and service outcomes (technical, functional and economic quality) on trust formation. Trust is shown to have a positive influence on key relational outcomes, loyalty commitment and share of purchases.

Research limitations/implications

The sample consists of buyers of aviation component repair services who may be susceptible to idiosyncratic industry pressures. Further, the sample of buyers in 42 countries includes a higher share of buyers from individualist countries.

Practical implications

The study provides managerially relevant (“actionable”) results that may help buyers execute customer retention strategies that lead to higher customer profitability.

Originality/value

This study adds to the limited literature on building trust in B2B services in a global context. The paper seeks to provide a balanced account of the interpersonal and tangible aspects of trust formation.

Details

European Journal of Marketing, vol. 41 no. 9/10
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 25 September 2007

Sijun Wang and Lenard C. Huff

This study seeks to explain a buyer's response to a seller's violation of trust. Four negative responses (decline in trust, negative emotions, negative word‐of‐mouth (WOM) and…

4129

Abstract

Purpose

This study seeks to explain a buyer's response to a seller's violation of trust. Four negative responses (decline in trust, negative emotions, negative word‐of‐mouth (WOM) and reduction in repurchase intentions) and four explanatory variables (magnitude of violation, integrity versus capability‐based cause of failure, perceived likelihood of repeated violations and stage of trust prior to the violation) were identified. The study develops and tests hypotheses regarding the possible influence of the explanatory variables on each of the four negative responses.

Design/methodology/approach

An experiment was conducted in which business professionals were given one of 16 scenarios, varied by levels of the four explanatory variables, describing a violation of trust in a business‐to‐business service situation. Respondents were asked questions regarding their probable response. Four‐way ANCOVA was used to analyze the results.

Findings

The study finds that stage of trust and perceived likelihood of repeated violation had significant main effects on decline in trust, negative WOM and repurchase intentions. Integrity‐based attribution influenced decline in trust, but magnitude of violation had no main effects. Three significant interactions were found.

Research limitations/implications

Findings show the importance of first impressions and reputation. Care should be taken to assure customers that violations will not be repeated. A major limitation was that scenarios cannot induce the same intensity of thought and emotion that real situations do.

Originality/value

Despite extensive literature in service failure and recovery, this is perhaps the first study to rigorously examine and seek to explain a buyer's response to a seller's violation of trust.

Details

European Journal of Marketing, vol. 41 no. 9/10
Type: Research Article
ISSN: 0309-0566

Keywords

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