Trilateral Trust Building

Y. H. Wong, Tsz Leung Yip, Yee Kwong Chan

Research output: Journal article publicationJournal articleAcademic researchpeer-review

2 Citations (Scopus)


Companies embedded in customer relationship management face the dilemma of balancing relationships at both the interpersonal and inter-organizational levels by satisfying an external end-customer requirement. Previous studies tend to examine one area, either sharing resources in two party cooperation or performing specific activities in gaining competitive advantages to one side, but not to empirically test the complex and simultaneous multiplex links between cooperative antecedents of relation value involving three parties. The findings will assist companies to capture the perceived attractiveness of the buyer as an alliance.
Original languageEnglish
Pages (from-to)23-38
Number of pages16
JournalJournal of Transnational Management
Issue number1
Publication statusPublished - 1 Jan 2013


  • dynamic network
  • organizational trust
  • relationship marketing

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Development
  • Management, Monitoring, Policy and Law


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