The Influence of Culture on Trust Judgments in Customer Relationship Development by Ethnic Minority Small Businesses*

Levent Altinay, Mark N. K. Saunders and Catherine L. Wang

Journal of Small Business Management, 2014, vol. 52, issue 1, 59-78

Abstract: This paper explores the influence of culture on trust judgments in customer relationship development by ethnic minority small businesses (EMSBs). hao and oon's “cultural mosaic” of overlapping “cultural tiles” is used to develop a generic conceptual model regarding the relationships between multiple cultural identities, trust, and customer relationship development. Drawing on qualitative data from semistructured interviews with 134 Turkish EMSBs in ondon (United Kingdom), our findings contribute to the understanding of how different cultural tiles influence the dimensions of trust judgments in relationship development between EMSBs and different customer groups. Seven propositions and a theoretical framework regarding these relationships are offered for future research.

Date: 2014
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DOI: 10.1111/jsbm.12033

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