The Moderating Influence of Broad-Scope Trust on Customer-Seller Relationships

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Abstrakt

Trust relates not only to customer trust in individual companies (i.e., narrow-scope trust) but also to the broader business context in which customer–seller relationships may develop (i.e., broad-scope trust [BST]). Based on two surveys comprising 1155 bank consumers and 817 insurance consumers, respectively, this study investigates the moderating influence of BST on relationships between satisfaction, narrow-scope trust, and loyalty and also examines the direct influence of BST on these variables. The results indicate that whereas BST negatively moderates relationships between satisfaction and narrow-scope trust and between narrow-scope trust and loyalty, BST positively moderates the relationship between satisfaction and loyalty. In addition, it is demonstrated that BST positively influences customer satisfaction and narrow-scope trust
OriginalsprogEngelsk
TidsskriftPsychology & Marketing
Vol/bind29
Udgave nummer5
Sider (fra-til)350-364
ISSN0742-6046
DOI
StatusUdgivet - maj 2012

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