Research Models and Hypotheses
Achieving customer trust represents a central goal for relationship marketing in services (Berry 1995). In varying service contexts, customer trust increases customer commitment (Moorman, Zaltman, and Desphandé 1992; Morgan and Hunt 1994), customer value (Sirdeshmukh, Singh, and Sabol 2002), and loyalty toward the service provider (Garbarino and Johnson 1999). Berry (1996, p. 42) even considers trust as “perhaps the single most powerful relationship marketing tool available to a company.” Various meta-analyses support this view and demonstrate that among other relational mediators, trust has a prominent effect on a broad range of relationship outcomes (Geyskens, Steenkamp, and Kumar 1998; 1999), especially in the context of services (Palmatier et al. 2006).
KeywordsService Provider Customer Satisfaction Power Distance Professional Service Uncertainty Avoidance
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