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The Lifeblood Model: The Power Of Trust In E-Commerce Communication, Miles Clinton Coleman
The Lifeblood Model: The Power Of Trust In E-Commerce Communication, Miles Clinton Coleman
Association of Marketing Theory and Practice Proceedings 2010
Relationship marketing has been established as a valuable approach for use in business to consumer transactions. When utilized in e-commerce environments however, this approach seems to falter in light of the risk and uncertainty components inherent in electronically mediated exchange. The reluctance of a consumer to partake in an exchange with a business causes the possibility of a successful relationship to dwindle. In this paper the lifeblood model is proposed as a means to further understanding the power of trust in mitigating e-commerce communication exchanges. Practical applications of the model are also discussed.
The Role Of Cognitive Dissonance In A Service Setting, Young (Sally) K. Kim
The Role Of Cognitive Dissonance In A Service Setting, Young (Sally) K. Kim
Association of Marketing Theory and Practice Proceedings 2010
While numerous studies used the theory of cognitive dissonance to explain consumer behavior, there is no study as of today that applied the theory to the service industry to investigate the role of cognitive dissonance in influencing important marketing-related variables such as perceived value and trust. This study examines the relationship between cognitive dissonance and relationship variables (trust and value) and proposes a model to understand how consumers process information facing a negative word-of-mouth message that is incongruent with their existing belief and how cognitive dissonance affects their behaviors. The proposed model is tested using data collected via mail survey …
The Role Of Trust In Today’S Extended Enterprise, Ken Saban, Michaela Ann Noakes
The Role Of Trust In Today’S Extended Enterprise, Ken Saban, Michaela Ann Noakes
Association of Marketing Theory and Practice Proceedings 2010
This paper explores the role that trust plays in improving the overall collaboration and business performance of firms that constitute an extended enterprise. Case studies of Eli Lilly, Airbus and Toyota Motor Company illustrate the significant economic advantages of creating and maintaining a collaborative and trusting network.