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Cited by 234Customer Service Quality and LoyaltyConsumer Behavior in Brand Consumption and IdentificationMarketing and Advertising Strategies

Is Firm Trust Essential in a Trusted Environment? how Trust in the Business Context Influences Customers

Grayson, Kent, Johnson, Devon, Chen, Der-Fa Robert·2008·Journal of Marketing Research
DOI 10.1509/jmkr.45.2.241
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Abstract

Customers are influenced not only by how much they trust a company and its representatives but also by how much they trust the broader context in which the market exchange is taking place. In this article, the authors test two rival sociological perspectives regarding the influence of customer trust in the broader context. One perspective proposes that trust in the context replaces trust in individual firms and their representatives. This view suggests that firm/representative trust is not always critical, especially for customers with high trust in the context. An alternative perspective is that trust in the context fosters and legitimates trust in firms and their representatives. This view implies that firm/representative trust is a necessary mediator of the influence of trust in the context. The authors test predictions based on both perspectives, using empirical results from two studies implemented in two countries. The results from both studies support the proposition that trust in firms and their representatives is a necessary mediator of trust in the broader context.

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  • The transmission of trust depends on the person's assessment of the entities' similarity, proximity, or belongingness to a trusted referent.

    “The transmission depends on the person's assessment of the entities' similarity, proximity, or belongingness to a trusted referent [40,90].”

    From Trust transfer in the continued usage of public e-services (2014) · cites this paper as [40]

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Authors
Grayson, K., Johnson, D., & Chen, D.-F. R.
Affiliations
  • Northwestern University (US)
  • Northeastern University (US)
  • Peking University (CN)
Corresponding author
  • Grayson, Kent
  • Johnson, Devon
  • Chen, Der-Fa Robert
ORCID
Venue
Journal of Marketing Research
Publisher
SAGE Publications
Published
2008-04
Volume
45
Issue
2
Pages
241-256
ISSN
  • 0022-2437 (ISSN-L)
  • 1547-7193
DOI
10.1509/jmkr.45.2.241
OpenAlex
W2014921088
Cited by
234
References
95
Citations by year
2026: 4 · 2025: 10 · 2024: 11 · 2023: 8 · 2022: 17 · 2021: 14 · 2020: 19 · 2019: 13 · 2018: 12 · 2017: 20 · 2016: 13 · 2015: 15 · 2014: 19 · 2013: 12 · 2012: 13
FWCI
22.18
Type
journal article
Language
en
Open access
closed
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations
Journal of Marketing Research (publishedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
Keywords
consumer trust, trusted environment, mediation, legitimacy, market exchange

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