University of Twente Student Theses


The role of trust in the B2B buying process

Kamers, Rick (2015) The role of trust in the B2B buying process.

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Abstract:In current literature a wide variety of meanings, definitions, antecedents, and consequences of trust can be distinguished. However, the role of trust in a B2B context is still unclear. This study will try to address this gap. The goal of this study is to address this gap by investigating what is currently known about the concept of trust in the literature, and verifying this by discussing the outcomes with experts who are active in the B2B buying process. In this study a new definition is proposed for trust in the B2B buying process. Furthermore, regarding targets of trust, the experts agreed with existing literature by mentioning that personal trust is more important than organizational trust. It was found that trust is the basis on which B2B relationships can develop. Without trust there can be no relationship. Antecedents such as expertise, similarity, and reputation determine if trust can develop. Increased economic performance was found to be an indirect consequence of trust, resulting from the primary consequences such as commitment, cooperation, long-term orientation, and reduced uncertainty.
Item Type:Essay (Bachelor)
Unknown organization, Nederland
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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