Paper info: Analyzing the influence of social interactions on buyers trust toward salesereps : A relational approach applied to the electrical equipment sector
Analyzing the influence of social interactions on buyers trust toward salesereps : A relational approach applied to the electrical equipment sector
Place of Publication
The paper was published at the 25th IMP-conference in Marseille, France in 2009.
Salespeople play a key role in the formation of long-term buyer-seller relationships. One important mean by which the salesrep build the customer's commitment to the seller is through cultivating customer's trust in the salesrep. Although trust is recognized as a social process and develops progressively, our comprehension of the dynamics of trust is still limited. The purpose of this research is to advance the understanding of how social interactions between salesperson and customer influence trust formation over time. A survey conducted on 184 customers from a French electrical equipment distributor shows that the impact of social interactions on trust toward the salesperson varies across the relationship lifecycle. It also confirms that the influence of trust toward the salesperson and trust toward the supplier's firm is not identical trough the relationship stages.