Measurement of Trust in Salesperson–Customer Relationships in Direct Selling

Louise C. Young · Gerald Albaum

52 citations0/0 files storedJournal of Personal Selling and Sales Management

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Abstract

No readily available scales exist that are appropriate to the measurement of trust in direct selling. This paper presents a conceptualization of trust that focuses on its nature and presents it as an affect—that is, a combination of attitudes and emotions. To develop a scale that reflects this approach, a two-country study is conducted looking at the perceptions of buyers regarding the trust they place in direct selling salespeople. Three distinct measures of trust and two related measures, based on scales developed for use in contexts other than direct selling, are utilized. The measurement properties of all five are shown to be adequate; however, differences are apparent in their robustness and in the pattern of responses in the two countries. Moreover, one measure (Trust 3) clearly is inferior to the other measures. The paper concludes with a discussion of the effectiveness of these measures of trust and suggestions for future refinements to them.

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References

1994The Commitment-Trust Theory of Relationship Marketing 1977Estimating Nonresponse Bias in Mail Surveys 1996Trust: The Social Virtues and the Creation of Prosperity 1977Estimating Nonresponse Bias in Mail Surveys 1987Developing Buyer-Seller Relationships 1995AFFECT- AND COGNITION-BASED TRUST AS FOUNDATIONS FOR INTERPERSONAL COOPERATION IN ORGANIZATIONS.1997An Examination of the Nature of Trust in Buyer-Seller Relationships 1991Assessing Construct Validity in Organizational Research

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2011Internationalizing Sales Research: Current Status, Opportunities, and Challenges 2012Managing trust in direct selling relationships 2017Exploring risks, advantages and interpersonal trust in buyer-salesperson relationships in direct selling in a non-western country 2019The divergent effects of organizational identification on salesperson and customer outcomes in a friend-selling context 2016Characteristics of Trust in Personal Financial Planning *

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