Trust theory and customer services research: theoretical review and synthesis

Abstract

Research has revealed service industries’ benefits from customer trust including positive effects on commitment, loyalty, sales effectiveness, and collaborative, cooperative, and successful exchange relationships. Yet, despite the relevance of customer trust, gaps remain in our understanding regarding its implications and effective management. Commencing with a consideration of the theoretical foundations of trust, this theoretical review paper highlights the key trust theories synthesising service industries and management literatures on trust, its levels, development, violations, and repair. Drawing on this, recommendations are offered for scholars regarding future research as well as for service firms and their representatives regarding enabling customer trust.

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