TY  - CHAP
U1  - Konferenzveröffentlichung
A1  - Rossmann, Alexander
ED  - Beckmann, Suzanne
T1  - The impact of organizational capabilities and customer preferences on trust in interfirm relationships
T2  - The six senses : the essentials of marketing ; 39th EMAC Conference, Copenhagen Business School, Department of Marketing, Denmark, 1 - 4 June 2010
N2  - Relationship Marketing (RM) presumes trust as an important antecedent for the performance of interfirm relationships. Current research is dominated by an interpersonal perspective. In this research tack, trust chiefly emerges as a result of interpersonal relationships. But multiple risks arise if customer trust rests solely on elements inextricably linked to single representatives. Hence, this paper evaluates the impact of organizational capabilities and the moderating role of customer preferences on the trust creation process. The framework presented here is tested cross-industry on 220 customers for IT solutions. The results offer significant insight into the effectiveness of individual and organizational RM strategies.
KW  - relationship marketing
KW  - trust
KW  - relational capabilities
KW  - interfirm relationships
Y1  - 2010
SN  - 978-87-92569-01-1
SB  - 978-87-92569-01-1
SP  - 1
EP  - 8
S1  - 8
PB  - Copenhagen Business School
CY  - Frederiksberg
ER  -