An Examination of Trust Dimensions across High and Low Dependence Situations

Abstract

Purpose: Relationship marketing literature has provided support of a multidimensional trust construct; however, there is little consensus on its structure. This article builds on existing theory to propose and empirically test a three-dimensional trust construct including ability, integrity, and benevolence dimensions. Furthermore, the article examines this conceptualization of the construct across different relationship types as established by dependence form. Methodology: We choose to use a scenario/survey data collection method to replicate specific relationship types for a national purchasing agent sample. This method allows us to obtain adequate sample sizes to compare the relative importance of trust dimensions using structural equation modeling. Findings: We found empirical evidence to support a three-dimensional trust construct for use in further examination of buyer–seller relationships. In addition, we found differential importance of those dimensions across different relationship forms. Research Implications: By providing empirical support for a multidimensional trust construct and further specifying the importance of each dimension in various relationship forms, we hope to provide a strong foundation on which to build further trust research. Practical Implications: In examining trust among purchasing agents, we hope to provide a strong foundation for salespeople to understand how their actions impact their long-term relationships. Understanding that trust in a relationship involves more than simple integrity or completing promises should help boundary spanners develop stronger ties. Contribution: The main contribution of the article is the concept that trust needs to be researched in ways other than simply asking “Do you trust your supplier?”

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