Do sales people trust new customers because of who they are?
Piotr Gaczek , Grzegorz Leszczyński , Marek Zieliński
AbstractPurpose The purpose of this paper is to identify the interplay between the characteristics of trustee and trustor in trust formation at the initial stage of a relationship in the B2B context. Design/methodology/approach The study was experimental. A situation was simulated in which sales managers choose prospective customers on whom his or her company should concentrate after entering the new market. A total of 108 managers participated in the study. Findings The results indicate that during the pre-relationship stage salespeople declared trust toward a prospective customer despite having no previous interactions with the other party. Salespeople start the trust-development process by gathering clues about the trustworthiness of the potential partner organization. The cognitive information provided to salespeople impacts interpersonal trust to a greater extent than effective communication. This influence is moderated by trustor trust propensity. There is no difference in the type of information about a trustor when it comes to organizational reliance. Originality/value This paper provides a new insight into research on trust in interorganizational relationships as the authors adopted the perspective of the supplier who is most frequently perceived as a trustee, rather than a trustor. It directs attention to the pre-relationship stage, which precedes the interaction that may lead to a relationship developing but also links the object of trust (trustee) with the subject of trust (trustor) and integrates two separate approaches to the ascendance of trust with its multi-dimensional and multi-level nature. Moreover, an experimental design that is rare in research on business relationships was implemented.
|Journal series||IMP Journal, ISSN 2059-1403, e-ISSN 0809-7259, (0 pkt, indicated Indexes)|
|Publication size in sheets||1|
|Keywords in English||Business-to-business interactions, Initial trust, Trustee characteristics, Trustor propensity to trust|
|Score||= 15.0, 08-04-2020, ArticleFromJournal|
|Publication indicators||= 0|
|Citation count*||1 (2020-09-15)|
* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.