search query: @author Swan, J. E. / total: 14
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| Author: | Swan, J. E. Bowers, M. R. Richardson, L. D. |
| Title: | Customer trust in the salesperson: An integrative review and meta-analysis of the empirical literature |
| Journal: | Journal of Business Research
1999 : FEB, VOL. 44:2, p. 93-107 |
| Index terms: | Sales Customers Literature |
| Freeterms: | Salespeople |
| Language: | eng |
| Abstract: | The development of trust btw. salespeople and their customers has traditionally been considered a critical element in developing and maintaining a successful sales relationship. This paper presents the first comprehensive literature review and meta-analysis of the antecedents of trust and consequences of trust in a sales context. As a conclusion, trust has a moderate but beneficial influence on the development of positive customer attitudes, intentions and behaviour. Another conclusion is that salespeople have modest influence over the development of trust between themselves and their customers. A model of the role of trust in sales is presented. |
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