Trust In Marketing

Question 1

When did research on trust develop in marketing?

Answer 1

In 1980’s

When trust was seen as a way to reduce high switching costs between companies

Question 2

What had relationship marketing studied?

Answer 2

The impact of psychological constructs of trust and commitment- Morgan and Hunt 1994- the commitment trust theory

Question 3

What antecedents are involved with relationship marketing?

Answer 3

The firms reputation

Length of relationship

Salesperson’s expertise and power

Shared values

Confidentiality, expertise, sincerity

Ethical sales behaviour

Customer satisfaction with company

Question 4

What are the consequences of trust from a marketing perspective?

Answer 4

Trust facilitates commitment and increase interaction quality, involvement and performance

Trust leads to loyalty- Roman 2003, ethical sales behaviour

Question 5

Consumer researchers and trust…

Answer 5

They have not focused on trust only a few studies have been done:

Sichtmann 2007 found that trust effects purchase intentions and consumers WOM behaviour

Erdem and Swait 2004 studied how brand credibility influenced brand choice- trustworthiness vs expertise

Delgado-Ballesteros and Munera-Aleman 2001 studied brand trust and its role in costumer loyalty and commitment to seller

Elliot and Yannopoulou 2007- brand trust and risk

Chaudhuri and Holbrook 2001- brand trust

Question 6

Characteristics of trust in marketing research

Answer 6

Differ from other disciplines:

Risk is not emphasised
Most definitions concentrate on B2C Relationships

Question 7

Which angle do marketers take on the topic of trust?

(Trust between buyer and seller) B2C

Answer 7

They look at trust and distribution channels

Young and Wilkinson 1989- the role of trust and cooperation in marketing channels

Anderson and Narus 1990 distribution firms and manufacturing firms partnerships

Canning and hanmner-Lloyd 2007 trust in buyer seller relationships