Abstract
A significant proportion of the relationship marketing research conducted in the area of trust has examined this critical relationship variable as stable over time. However, as a relationship constantly grows and develops, it is argued that trust will develop in different ways depending on the stage of the lifecycle in which the relationship exists. This research uses a case study methodology to explore trust development at the critical relationship growth stage of the business-to-business lifecycle. Findings suggest that three types of trust lead to the generation of total trust at the relationship growth stage. In order of importance, they are: (1) Competency/ability trust, (2) Goodwill/benevolence trust, and (3) Contractual/integrity trust. The contribution of this paper lies in the identification of the variables that lead to these forms of trust, thus producing total trust at the relationship growth stage.
Original language | English |
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Publication status | Published - 2004 |
Event | Australian and New Zealand Marketing Academy Conference 2004 - Wellington, New Zealand Duration: 01 Jan 2004 → … |
Conference
Conference | Australian and New Zealand Marketing Academy Conference 2004 |
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Abbreviated title | ANZMAC 2004 |
Country/Territory | New Zealand |
City | Wellington |
Period | 01 Jan 2004 → … |
Keywords
- Trust
- Relationship marketing
- Trust formation
- Relationship lifecycle