Is total trust possible? An empirical study in relationship selling

Y. H. Wong; T. K.P. Leung; Yee Kwong Chan; Kin Man To; Stanley H.F. So

doi:10.1300/J046v16n04_06

Is total trust possible? An empirical study in relationship selling

Y. H. Wong, T. K.P. Leung, Yee Kwong Chan, Kin Man To, Stanley H.F. So

Research output: Journal article publication › Journal article › Academic research › peer-review

5 Citations (Scopus)

Abstract

Customers are passionately loyal about doing business with sellers who can always be trusted to act in their best interest over time. This research tries to identify how to develop a total trust relationship. The core antecedents behind this total-trust relationship are reciprocal responsiveness, shared understanding, personal disclosure, customization and cooperative concern. We examine how these antecedents affect satisfaction and trust en route to affecting loyalty. Based on data from insurance services, we empirically test and substantiate the roles of these antecedents in building loyalty. A total-trust framework incorporating services effectiveness and functional efficiency is proposed. Managerial implications and directions for future research are also given.

Original language	English
Pages (from-to)	107-131
Number of pages	25
Journal	Journal of International Consumer Marketing
Volume	16
Issue number	4
DOIs	https://doi.org/10.1300/J046v16n04_06
Publication status	Published - 15 Nov 2004

Keywords

China
Customization
Focal strategy
Relationship selling
Service quality
Trust

ASJC Scopus subject areas

Management Information Systems
Marketing

More information

10.1300/J046v16n04_06

Cite this

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AU - Leung, T. K.P.

AU - Chan, Yee Kwong

AU - To, Kin Man

AU - So, Stanley H.F.

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AB - Customers are passionately loyal about doing business with sellers who can always be trusted to act in their best interest over time. This research tries to identify how to develop a total trust relationship. The core antecedents behind this total-trust relationship are reciprocal responsiveness, shared understanding, personal disclosure, customization and cooperative concern. We examine how these antecedents affect satisfaction and trust en route to affecting loyalty. Based on data from insurance services, we empirically test and substantiate the roles of these antecedents in building loyalty. A total-trust framework incorporating services effectiveness and functional efficiency is proposed. Managerial implications and directions for future research are also given.

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KW - Customization

KW - Focal strategy

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KW - Service quality

KW - Trust

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JF - Journal of International Consumer Marketing

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ER -

Is total trust possible? An empirical study in relationship selling

Abstract

Keywords

ASJC Scopus subject areas

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