The Role of Trust in Customer Relationships
- 1 December 1996
- journal article
- research article
- Published by SAGE Publications in Asia-Australia Marketing Journal
- Vol. 4 (1) , 31-41
- https://doi.org/10.1016/s1320-1646(96)70267-8
Abstract
This paper takes a fresh look at the role of trust in customer relationships by drawing from the economics and communications literatures, where researchers distinguish between concepts of trustworthiness and trusting behaviour. The author develops a typology of trust based on whether a marketing entity is considered trustworthy and whether a behaviour can be considered trusting, and offers the managerial implications of ideas presented, along with six propositions for future research.Keywords
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