“Trust but verify”? The performance implications of verification strategies in trusting relationships |
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Authors: | Gregory T Gundlach Joseph P Cannon |
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Institution: | (1) University of North Florida, Jacksonville, FL, USA;(2) Colorado State University, Fort Collins, CO, USA |
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Abstract: | Considerable extant research demonstrates the benefits of trust in buyer-seller relationships. More recent research points
out downsides of the vulnerability inherent with trust. Recognizing this dilemma of trust, partners may offset the vulnerability of trust with verification strategies—efforts to produce information relevant to the
exchange relationship. This research examines the use of three types of verification strategies—monitoring, assurances, and
corroboration—which may be employed to safeguard against the vulnerability of trust. When control mechanisms like trust and
information are combined, they may complement one another and enhance performance or function as substitutes, be redundant
or compete, and consequently detract from performance. Emerging theory on combined modes of governance provides insights.
We draw on this theory and develop hypotheses proposing that combinations of trust and verification may enhance or detract
exchange performance—depending on the specific verification strategy. The hypotheses are tested on a sample of 230 buyer-supplier
relationships. Results of the research provide some support for the proposed relationships and yield implications for the
management of cooperative exchange relationships. |
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Keywords: | |
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