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

Stephanie M. Mangus (), Eli Jones (), Judith Anne Garretson Folse () and Shrihari Sridhar ()
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Stephanie M. Mangus: Baylor University
Eli Jones: Texas A&M University
Judith Anne Garretson Folse: Louisiana State University
Shrihari Sridhar: Texas A&M University

Journal of the Academy of Marketing Science, 2020, vol. 48, issue 6, No 5, 1138-1155

Abstract: 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.

Keywords: Buyer–seller relationships; Business trust; Personal trust; Market turbulence; Satisfaction; Loyalty; Relationship marketing (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (6)

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DOI: 10.1007/s11747-020-00722-6

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