Articlebronze2012

The Moderating Influence of Broad‐Scope Trust on Customer–Seller Relationships

55 citations0/0 files storedPsychology and Marketing

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Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

Abstract

ABSTRACT Trust relates not only to customer trust in individual companies (i.e., narrow‐scope trust) but also to the broader business context in which customer–seller relationships may develop (i.e., broad‐scope trust [BST]). Based on two surveys comprising 1155 bank consumers and 817 insurance consumers, respectively, this study investigates the moderating influence of BST on relationships between satisfaction, narrow‐scope trust, and loyalty and also examines the direct influence of BST on these variables. The results indicate that whereas BST negatively moderates relationships between satisfaction and narrow‐scope trust and between narrow‐scope trust and loyalty, BST positively moderates the relationship between satisfaction and loyalty. In addition, it is demonstrated that BST positively influences customer satisfaction and narrow‐scope trust. © 2012 Wiley Periodicals, Inc.

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References

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