The Importance of Trust in Relationship Marketing: A Literature Review

Albérico T. Rosário and Joaquim A. Casaca

Micro & Macro Marketing, 2025, issue 3, 593-620

Abstract: Trust is a cornerstone of relationship marketing, fostering long-term, mutually beneficial connections between businesses and customers. This systematic bibliometric literature review explores the critical role of trust in enhancing customer loyalty and satisfaction. Relationship marketing has shifted the focus from transactional exchanges to building enduring relationships, emphasizing trust as a key determinant of success. Trust influences customer behavior by reducing uncertainty and encouraging repeat engagements, supported by dimensions such as reliability, credibility, and shared values. The review utilizes VOSviewer to analyze 120 peer-reviewed articles published between 2012 and 2022, revealing thematic trends in the field. Key insights highlight the role of trust in maintaining commitment, resolving functional conflicts, and creating value in both B2B and B2C contexts. Findings underscore trust’s impact on relationship quality and offer strategic guidance for leveraging trust to foster loyalty and competitive advantage. Future research should explore interdisciplinary approaches to deepen understanding of trust dynamics.

Keywords: Relationship Marketing; Trust; Personalization; Commitment; VOSviewer (search for similar items in EconPapers)
Date: 2025
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