Starting from a review of literature on relationship selling, we developed a model of drivers of customer trust in the salesperson. The model was then tested on a sample of 147 customers of one company in a B2B setting. Results suggest that salesperson competence and creative selling positively affect customer trust, whereas selling orientation has a negative impact on it. Adaptive selling has no significant influence on customer trust. Finally, we discuss the contribution of our study to extant knowledge, the implications for researchers and managers, and the limitations of our research.
Investigating the antecedentes of customer trust in the salesperson
GUENZI, PAOLO;SPIRO, ROSANN
2010
Abstract
Starting from a review of literature on relationship selling, we developed a model of drivers of customer trust in the salesperson. The model was then tested on a sample of 147 customers of one company in a B2B setting. Results suggest that salesperson competence and creative selling positively affect customer trust, whereas selling orientation has a negative impact on it. Adaptive selling has no significant influence on customer trust. Finally, we discuss the contribution of our study to extant knowledge, the implications for researchers and managers, and the limitations of our research.
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