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The interplay between business and personal trust on relationship performance in conditions of market turbulence

The interplay between business and personal trust on relationship performance in conditions of... Extant research examining interpersonal trust in business-to-business (B2B) buyer–seller relationships focuses on its multidimensionality, mainly from a business perspective. Our research captures an element of business relationships that is heretofore under-examined: the personal side of the relationship between the buyer and seller. We examine the interplay between both business and personal trust on performance in the relationship, namely analyzing customer relationship satisfaction and customer loyalty. We also test our model using perceived market turbulence as a moderating variable since turbulence in the marketplace could strain the relationship between the buyer and seller and affect the strength of the statistical relationships between business and personal trust on performance in the relationship. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

The interplay between business and personal trust on relationship performance in conditions of market turbulence

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References (81)

Publisher
Springer Journals
Copyright
Copyright © Academy of Marketing Science 2020
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1007/s11747-020-00722-6
Publisher site
See Article on Publisher Site

Abstract

Extant research examining interpersonal trust in business-to-business (B2B) buyer–seller relationships focuses on its multidimensionality, mainly from a business perspective. Our research captures an element of business relationships that is heretofore under-examined: the personal side of the relationship between the buyer and seller. We examine the interplay between both business and personal trust on performance in the relationship, namely analyzing customer relationship satisfaction and customer loyalty. We also test our model using perceived market turbulence as a moderating variable since turbulence in the marketplace could strain the relationship between the buyer and seller and affect the strength of the statistical relationships between business and personal trust on performance in the relationship.

Journal

Journal of the Academy of Marketing ScienceSpringer Journals

Published: Nov 9, 2020

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