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| Author: | Guenzi, P. Georges, L. |
| Title: | Interpersonal trust in commercial relationships. Antecedents and consequences of customer trust in the salesperson |
| Journal: | European Journal of Marketing
2010 : VOL. 44:1/2, p. 114-138 |
| Index terms: | trust financial services regression analysis Italy |
| Freeterms: | interpersonal relations sales force |
| Language: | eng |
| Abstract: | The purpose of this article is to explore drivers and consequences of customer trust in the salesperson in the financial services industry. The results show that salesperson's customer orientation and expertise positively influence customer trust in the salesperson, and vice versa, selling orientation has a negative impact on it. The research also shows that salesperson's likeability doesn't influence customer trust. Moreover, it is shown that trust in salesperson positively influences customer's intention to re-buy/cross-buy and to recommend, and decreases customer's intention to switch to competitors. The empirical study is conducted in the Italian banking industry. |
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