Abstract
Previous research has found that trust is positively related to commitment in buyer-seller relationships. However, the validity of this finding is questionable because trust has been operationalized in many different ways. For example, prior research has not distinguished among levels of trust (interpersonal or organizational trust) and dimensions or motives of trust (credibility or benevolence). In this study, we distinguish among the levels and dimensions of trust. The results indicate that trust in a sales representative (interpersonal credibility) is more strongly related to commitment than trust in an organization (organizational credibility). In contrast, trust based on organizational benevolence is a stronger predictor of commitment than interpersonal benevolence.
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Ganesan, S., Hess, R. Dimensions and Levels of Trust: Implications for Commitment to a Relationship. Marketing Letters 8, 439–448 (1997). https://doi.org/10.1023/A:1007955514781
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DOI: https://doi.org/10.1023/A:1007955514781