search query: @author Naudé, P. / total: 17
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| Author: | Mouzas, S. Henneberg, S. Naude, P. |
| Title: | Trust and reliance in business relationships |
| Journal: | European Journal of Marketing
2007 : VOL. 41:9/10 p. 1016-1032 |
| Index terms: | business-to-business marketing relationship marketing trust |
| Language: | eng |
| Abstract: | The purpose of this study is to define the role of trust and reliance in business relationships. The authors used a conceptual method in their research by creating a conceptual model which is then analyzed and discussed. The study finds that trust as a concept seems to be more applicable at the inter-personal relationships level than in inter-organizational relationships. The authors state that business relationships involve both inter-personal and inter-organizational relationships. They conclude that there is a need to look at reliance as an growing intellectual lens on business relationships. |
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