 Trusting suppliers from different cultures: an empirical study of Indian customersNeeru Sharma International Journal of Indian Culture and Business Management, 2019, vol. 19, issue 3, 281-302 Abstract: The purpose of this paper is to investigate if how and to what extent Indian customer firms' trust varies according to where their supplier is based - Europe, North America or Australasia. Further, the paper investigates how trust varies in new and ongoing international trading relationships. A two component trust measure was conceptualised and assessed using confirmatory factor analysis. Test of analysis of variance was used to examine whether trust is different in culturally diverse supplier relationships. Structural path modelling was used to examine links of the two components of trust to relationship commitment and cooperativeness. The analyses reveal that the Indian partner's trust manifests consistently across culturally diverse business relationships. However, the role of trust varies by the age of the business relationship. This paper not only extends the domain of trust in international contexts, but is also an important step to broadening our understanding of business-to-business relationships across cultural borders. Keywords: business relationships; trust; culturally diverse B2B relationships; trust and relationship commitment; trust in foreign supplier. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ids:ijicbm:v:19:y:2019:i:3:p:281-302 Access Statistics for this article More articles in International Journal of Indian Culture and Business Management from Inderscience Enterprises Ltd |
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