"Trust" in Customer Relationship: Addressing the Impediments in Research

Trust has been recognized as “…the single most powerful relationship marketing tool available to a company.” However, research on trust has neither facilitated knowledge integration in the domain nor had made significant implications for practice. This article (i) synthesizes various studies employing trust to model customer relationships (ii) reveals issues in trust conceptualization and modelling that impede advances in trust research and (iii) offers directions to address those issues in - trust conceptualisation, treatment of trust and trustworthiness, dimensions of trust worthiness, trust facets, and modelling of antecedents of trust – drawing insights from interdisciplinary trust research.



Citation:

JOFFI THOMAS (2009) ,""Trust" in Customer Relationship: Addressing the Impediments in Research", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 346-349.

Authors

JOFFI THOMAS, INDIA



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009



Share Proceeding

Featured papers

See More

Featured

Secrecy Prompts Nonconformity-Avoidance in Consumption Choice

DONGJIN HE, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Gerald J. Gorn, Hong Kong Polytechic University

Read More

Featured

O7. Helpful Mental Shortcuts or a Shortcut to Bias? Two Perspectives on Heuristics and One New Direction for Consumer Research

Carly Drake, University of Calgary, Canada
Mehdi Mourali, University of Calgary, Canada

Read More

Featured

Saving for Experiences Versus Material Goods

Grant E. Donnelly, Harvard Business School, USA
Masha Ksendzova, Boston University, USA
Michael Norton, Harvard Business School, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.