Trust: looking forward and back

Abstract

Purpose This paper considers ways forward in the study of trust in business relationships and networks. Design/methodology/approach The 25 papers focusing on trust previously published in the Journal of Business & Industrial Marketing are categorized as to their focus and compared to the body of work on trust concluding there is little considering the nature of trust. A model that integrates conceptualizations of the past and present and extends these to incorporate nature of trust as affective – including calculation and emotion – is presented. Findings This broadened conceptualization of trust contains focused, interacting components enabling both holistic and well as focused study of relationships and the role of trust within them. Research limitations/implications An important direction for business relationship and network research is consideration of the best way to conceptualize and measure trust. The way that trust components combine and vary in different settings, including in different cultures is also needed in future work. Operationalisations that are both more parsimonious and valid are likely. Practical implications Understanding as to value of measures of propensity to trust (which this model can guide) has potential value to managers as does an effective measure of generalized trust and understanding as whether this is a first step in relationship trial. Originality/value This is first detailed model of the nature of trust in business relationships that has been published in the marketing literature.

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