Trust in Business to Business Relationships: An Evaluation of its Status |
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Authors: | Keith J Blois |
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Institution: | Templeton College, Oxford |
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Abstract: | The concept of trust has been used in a growing number of empirical and theoretical marketing studies of business to business relationships. Examination of a number of influential studies indicates a lack of clarity in their conceptualization of trust. The nature of this lack of clarity is examined and it is proposed that there are a number of features of trust which account should be taken of when conducting such studies. |
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