Trust and relationship building in electronic commerce

Panagiota Papadopoulou · Panagiotis Kanellis · Drakoulis I. Martakos

204 citations0/0 files storedInternet Research

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Customer Service Quality and Loyalty Digital Marketing and Social Media Technology Adoption and User Behaviour

Abstract

In e‐commerce, trust becomes an essential prerequisite for customer relationship building. Drawn from established theoretical work on trust and relationship marketing, a model is proposed aiming to help in highlighting the differences between traditional and e‐commerce and to facilitate thinking as to how trust can be built in virtual environments. Conceptualized in the context of an electronic servicescape, the model helps to demonstrate how agent and virtual reality technologies can facilitate the expressiveness required for the formation of trust through iterative interaction with promises being made, enabled and fulfilled.

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References

1994The Commitment-Trust Theory of Relationship Marketing 1985A Conceptual Model of Service Quality and Its Implications for Future Research 1987Developing Buyer-Seller Relationships 1992Servicescapes: The Impact of Physical Surroundings on Customers and Employees 1997An Examination of the Nature of Trust in Buyer-Seller Relationships 1994Determinants of Long-Term Orientation in Buyer-Seller Relationships 1984A Service Quality Model and its Marketing Implications 1990Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses

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