Trust Earning Perceptions of Sellers and Buyers

Jon M. Hawes · Kenneth E. Mast · John E. Swan

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

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Customer Service Quality and Loyalty Marketing and Advertising Strategies Employee Performance and Motivation

Abstract

Success in selling demands effective trust earning behavior. This article examines and compares the perceptions of manufacturers' reps and purchasing executives in relation to this process of earning the buyer's trust. The results indicate statistically significant differences over the two groups in their perceptions of how various trust earning components contribute to the development of buyer trust. Manufacturers' reps overestimated the trust earning potential of the “likeable,” “competent,” and “dependable” constructs. Manufacturers' reps also held an inflated view of the overall extent to which they were trusted by purchasing executives.

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References

1951Coefficient Alpha and the Internal Structure of Tests 1987Developing Buyer-Seller Relationships 1979Reliability: A Review of Psychometric Basics and Recent Marketing Practices 1985Influences on Exchange Processes: Buyers' Preconceptions of a Seller's Trustworthiness and Bargaining Toughness 1982The SOCO Scale: A Measure of the Customer Orientation of Salespeople 1985How industrial salespeople gain customer trust

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