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Antecedents of trust in B2B buying process : a literature review

Arifin, Dian Melinda (2015) Antecedents of trust in B2B buying process : a literature review.

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Abstract:It is known that trust has a considerable power in maintaining a long-term relationship between the partners, which in the end can be beneficial for both parties. While it is not unfamiliar to discuss the importance of trust, yet some organizations are still chaotic with the concept of trust and the antecedents of trust itself. The purpose of this research is to give a clear view to organizations as well as managers regarding the concept of trust and the antecedents in creating or forming trust with other partners. This work covers a critical literature review of well- established theories in this research field, analysis them and come up with applicable frameworks. Based on the review, two frameworks regarding antecedents of trust were made. The first framework separates between the antecedents of interpersonal and inter-organizational trust, while the second one distinguishes between the antecedents of initial and gradual trust. As this paper focuses on b2b buying process, hence only the antecedents from inter-organizational level were taken into account. Afterwards, based on the antecedents of inter- organizational trust, the classification between initial and gradual trust were made. It is argued that initial trust happens before the first-hand experience while gradual trust happens after repeated interaction, hence the examples of the antecedents of initial trust consists of firm’s size, brand, reputation, power, while the antecedents of gradual trust are willingness to customize, length of relationship, perceived quality. However, the frameworks proposed are still subject to be tested by empirical research.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:70 social sciences in general, 85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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