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 publicationJournal articleAcademic researchpeer-review

5 Citations (Scopus)


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 languageEnglish
Pages (from-to)107-131
Number of pages25
JournalJournal of International Consumer Marketing
Issue number4
Publication statusPublished - 15 Nov 2004


  • China
  • Customization
  • Focal strategy
  • Relationship selling
  • Service quality
  • Trust

ASJC Scopus subject areas

  • Management Information Systems
  • Marketing


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