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Trust In Client-Service Provider Relationships, Sven Markus Huth

Plymouth Business School Theses

In the age of rapidly changing and competitive environments, companies are forced to build strong and long-lasting relationships with their customers. Over the last decades, marketing theory and practice developed a plethora of attempts to describe relevant factors, underlying correlations and complex constructs, explaining the relationship between buyer and seller. For several disciplines, which are part of, describe or influence the relationship between buyer and seller such as a) marketing, b) customer purchase behaviour and c) sales management and personal selling, it appears that trust has a strong impact and therefore is an important variable for building long-lasting relationships. Although …