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The impact of organizational capabilities and customer preferences on trust in interfirm relationships

  • 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.

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Metadaten
Author of HS ReutlingenRossmann, Alexander
ISBN:978-87-92569-01-1
Erschienen in:The six senses : the essentials of marketing ; 39th EMAC Conference, Copenhagen Business School, Department of Marketing, Denmark, 1 - 4 June 2010
Publisher:Copenhagen Business School
Place of publication:Frederiksberg
Editor:Suzanne Beckmann
Document Type:Conference Proceeding
Language:English
Year of Publication:2010
Tag:interfirm relationships; relational capabilities; relationship marketing; trust
Page Number:8
First Page:1
Last Page:8
DDC classes:330 Wirtschaft
Open Access?:Nein