The determinants of customer trust in buyer–seller relationships: An empirical investigation in rural India

Waheed Kareem Abdul, Sanjaya S. Gaur and Lisa N. Peñaloza

Australasian marketing journal, 2012, vol. 20, issue 4, 303-313

Abstract: This paper conceptualised a model of customer trust in buyer–seller relationships in rural India by integrating variables studied in developed counties with the emphasis of social aspects of market exchange by including generalised trust sources. We have applied Fishbein’s model of behavioural intention and Fafchamps’s (2002) trust theory in developing countries and proposed that the customer trust is not only based on often-studied personalised trust sources only but also through generalised trust sources. In the model, we have included normative and informational social influences as generalised trust sources and product quality, service quality and customer dependence as personalised trust sources. We empirically validated our model with the survey data collected from farmers who buy chemical fertilisers from rural traders in India. We found that the generalised trust sources significantly impact customer trust for traders. Furthermore, we also found that the personalised trust sources impact customer trust for traders in a different way in rural India.

Keywords: Trust; Buyer–seller relationships; Generalised trust sources; Personalised trust sources; Rural India (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:20:y:2012:i:4:p:303-313

DOI: 10.1016/j.ausmj.2012.07.004

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