The role of trust in market exchange has been of consistent interest to marketing researchers over the past decade. Many researches in marketing have shown that customer trust in a company and its representatives can positively influence customer loyalty. However, a customer¡¦s deal with a particular product/service provider can also be influenced by the customer¡¦s trust in the broader marketplace¡Xfor example, trust in those who regulate the market and trust in the professionals who populate the marketplace. Drawing from a number of disciplines in addition to marketing, we identify three types of trust (Institutional Trust, Role Trust, Generalized Trust) in the broader marketplace that might influence trust (interpersonal trust, firm-specific trust) between two exchange partners. Using survey results collected from direct sellers of Taiwan¡¦s direct selling companies, we test competing theories about the influence of this trust. Our results show that the influence of broad-scope trust on customer loyalty is not direct, but is mediated by narrow-scope trust. Because the substitutional view implies a direct relationship between broad-scope trust and customer loyalty, this finding supports the foundational view of the relationship between broad-scope and narrow-scope trust.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0119105-120648 |
| Date | 19 January 2005 |
| Creators | Wang, Jau-Shyong |
| Contributors | Fong-Yi Lai, Min-Rea Kao, Jun-Ying Huang, Der-Fa Robert Chen, Yen-Ting Chiu |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0119105-120648 |
| Rights | not_available, Copyright information available at source archive |
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