Trust in Companies and in CEOs:
A Comparative Study of the Main Influences |
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Authors: | Diana Ingenhoff Katharina Sommer |
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Institution: | 1.University of Fribourg,Fribourg,Switzerland |
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Abstract: | Trust is a crucial factor for the long-term economic success of a company. However, not only does the company establish trust,
but the CEO representing the company builds up trust as well and, therefore, also influences the company’s success. Our study
examines how different dimensions of trust (i.e., ability, integrity, benevolence, and information quality) influence the
degree of overall trust in a company and in CEOs. Nevertheless, dimensions that influence trust in a CEO can be completely
different to those influencing trust in companies. Companies and CEOs that act on an international level can hardly be experienced
individually, and thus people get information about the company via media use. Therefore, additionally we examine which kind of media is used for getting information about a company or CEO
and whether a relationship exists between media use and trust. Findings from a survey in Switzerland (n = 245) show that companies are more trusted than CEOs and that the items which influence overall trust differ between CEOs
and companies. Social responsibility as a benevolence item is important for both groups. Regarding information on different
media channels, users of traditional media like newspapers, TV, and radio are most critical regarding trust in companies and
CEOs. |
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Keywords: | |
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