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| Tekijä: | Lau, G.T. Chin, H.W. |
| Otsikko: | Trustworthiness of salespeople in the business-to-business market: The five C's |
| Lehti: | Journal of Business-to-Business Marketing
2003 : VOL. 10:3, p. 1-33 |
| Asiasana: | Relationship marketing Salespeople Psychology Organizations |
| Kieli: | eng |
| Tiivistelmä: | During last two decades of relationship marketing, the trustworthiness of the salesperson may be a major determinant in the development of quality buyer-seller relationships in the business market. This exploratory study aims to validate a multi-dimensional model of trustworthiness based on the five Cs of commitment, competence, conviction, courage and character. It also explores how various personal, situational and organization factors affect the components of trustworthiness. The results show that the five Cs indeed represent trustworthiness although conviction has been perceived as part of competence. Important factors found to have an impact on trustworthiness are the personal factor of idealism, situational factors of extrinsic motivation and intrinsic motivation, and the organizational factors of culture and salesforce control system. |
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