search query: @author Sethi, R. / total: 5
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| Author: | Nicholson, C.Y. Compeau, L.D. Sethi, R. |
| Title: | The role of interpersonal liking in building trust in long-term channel relationships |
| Journal: | Journal of the Academy of Marketing Science
2001 : WINTER, VOL. 29:1, p. 3-15 |
| Index terms: | Salespeople Selling Psychology |
| Language: | eng |
| Abstract: | This article explores the important role of liking in the development of the buyer's trust in the sales rep. It is argued that liking's role is richer and qualitatively different from that of the more cognitive antecedents of trust. It is posited that many cognitive antecedents of trust operate mainly through liking. It is argued that as the buyer-sales rep. relationship matures, liking plays an even more important role in influencing trust. The article empirically tests a model delineating the mediating role of liking in developing trust. It is found that when the relationship btw. the buyer and the sales rep is young, liking partially mediates the effect of similarity of business values and fully mediates the influence of frequency of personal interaction on trust. Moreover, as the buyer's relationship with the rep ages, liking takes the foreground in trust development, while more cognitive antecedents recede into the background. |
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