The interplay between business and personal trust on relationship performance in conditions of market turbulence
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ORIGINAL EMPIRICAL RESEARCH
The interplay between business and personal trust on relationship performance in conditions of market turbulence Stephanie M. Mangus 1 & Eli Jones 2 & Judith Anne Garretson Folse 3 & Shrihari Sridhar 4 Received: 19 November 2018 / Accepted: 18 March 2020 # Academy of Marketing Science 2020
Abstract Extant research examining interpersonal trust in business-to-business (B2B) buyer–seller relationships focuses on its multidimensionality, mainly from a business perspective. Our research captures an element of business relationships that is heretofore under-examined: the personal side of the relationship between the buyer and seller. We examine the interplay between both business and personal trust on performance in the relationship, namely analyzing customer relationship satisfaction and customer loyalty. We also test our model using perceived market turbulence as a moderating variable since turbulence in the marketplace could strain the relationship between the buyer and seller and affect the strength of the statistical relationships between business and personal trust on performance in the relationship. Keywords Buyer–seller relationships . Business trust . Personal trust . Market turbulence . Satisfaction . Loyalty . Relationship marketing
“I think that’s a responsibility, not just having a business relationship but forming a personal relationship as well, so that you have some sort of bond.” — B2B customer Constantine Katsikeas served as Area Editor for this article. * Stephanie M. Mangus [email protected] Eli Jones [email protected] Judith Anne Garretson Folse [email protected] Shrihari Sridhar [email protected] 1
Hankamer School of Business, Baylor University, One Bear Place #98007, Waco, TX 76798, USA
2
Mays Business School, Reynolds and Reynolds Sales Leadership Institute, Texas A&M University, 440 Wehner Building, College Station, TX 77843, USA
3
E.J. Ourso College of Business, Louisiana State University, 2111 Business Education Complex, Baton Rouge, LA 70803, USA
4
Mays Business School, Reynolds and Reynolds Sales Leadership Institute, Texas A&M University, 220V Wehner Building, College Station, TX 77843, USA
Decades of research examining the role of interpersonal trust in buyer–seller relationships contends it is the foundation for relationship development and the key to enhancing performance outcomes (Katsikeas et al. 2009; Moorman et al. 1993; Morgan and Hunt 1994). Scholars continue to pursue the deeper nuances of interpersonal trust and its effects on business outcomes in the business-to-business (B2B) domain (Chou and Chen 2018; Connelly et al. 2018; Friend et al. 2018; Harmeling et al. 2015), such as finding distinctions between interpersonal trust and interorganizational trust (Doney and Cannon 1997; Zaheer et al. 1998). While interorganizational trust emerges from interactions between firms, interpersonal trust develops from interactions between individuals (e.g., inside salesperson and individual business owner, outside salesperson and purchasing
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