cognitive and emotional trust in service relationships
Devon Johnsona,*, Kent Graysonb
a
Goizueta Business School, Emory University, 1300 Clifton Road, Atlanta, GA 30322-2710, USA b Kellogg School of Management, Northwestern University, USA
Abstract complaisant psychologists conceptualize trust in a manner that differs from conceptualizations use by marketing researchers to date. Building from the social psychology literature, we invoke that interpersonal trust in consumer-level service relationships has cognitive and affective dimensions. We examine the relative impact of service provider expertise, ingathering performance, firm reputation, satisfaction, and similarity in influencing guests wisdom of these dimensions of trust in a service provider. Using brush up data from 349 customers of a firm of financial advisers in the unify Kingdom, our results show that cognitive and affective dimensions of trust can be empirically distinguished and have both common and funny antecedents. The results also provide further clarification concerning the relationship amongst trust and sales effectiveness. D 2003 Elsevier Inc. All rights reserved.
Keywords: Cognitive dimensions; emotional dimensions; Behavioral dimensions; Service relationships; Trust; Financial operate
1. Introduction Ever-increasing database focal point capabilities now allow companies to focus on down-customization rather than mass marketing, share of customer rather than share of markets, and customer guardianship rather than customer recruitment (Peppers and Rogers, 1993). The objective is to own the customer by building high-trust relationships within which an increasing array of products and services can be sold. Although these developments have yielded significant benefits, they are falling short of achieving a relationship with the consumer due to their limited readiness to stimulate emotional linkages necessary to consummate a...If you want to overtake a full essay, order it on our website: Ordercustompaper.com
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