Abstract
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
| Original language | English |
|---|---|
| Journal | Psychology & Marketing |
| Volume | 29 |
| Issue number | 5 |
| Pages (from-to) | 350-364 |
| ISSN | 0742-6046 |
| DOIs | |
| Publication status | Published - May 2012 |