Skip to main content

Please enter a keyword and click the arrow to search the site

Social and Institutional Foundations for Trust in Customer-Financial Advisor Relationships: the moderating role of relationship length

Subject

Marketing

Authors / Editors

Grayson K,Johnson D

Publication Year

2000

Abstract

Research on trust in marketing has focused primarily on process-based trust, which is the trust that grows between two specific exchange partners based on their interactions together. Yet, scholars outside of marketing have argued that trust between exchange partners is influenced by types of trust that have a broader scope of influence than process-based trust. These include role trust, institution-based trust, and generalized trust. Using survey results collected from 586 clients of financial advisors from four banks, we test competing theories about the influence of these broad-scope trusts on process-based trust. Our results show that broad-scope trust provides a foundation for process-based trust in exchange relationships. We also show that the influence of different types of broad-scope trust can change, depending on the type of trust and on the age of the relationship. Our results also suggest that a serious breach of trust at the individual level can affect trust at a broader level. Lastly, we show that process-based trust can (again depending on relationship length) have a direct association with business outcomes, although the influence of broad-scope trust on business outcomes tends to be mediated by process-based trust.

Publication Research Centre

Centre for Marketing

Series Number

00-501

Series

Centre for Marketing Working Paper

Available on ECCH

No


Select up to 4 programmes to compare

Select one more to compare
×
subscribe_image_desktop 5949B9BFE33243D782D1C7A17E3345D0

Sign up to receive our latest news and business thinking direct to your inbox

×

Sign up to receive our latest course information and business thinking

Leave your details above if you would like to receive emails containing the latest thought leadership, invitations to events and news about courses that could enhance your career. If you would prefer not to receive our emails, you can still access the case study by clicking the button below. You can opt-out of receiving our emails at any time by visiting: https://london.edu/my-profile-preferences or by unsubscribing through the link provided in our emails. View our Privacy Policy for more information on your rights.