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Title: Is total trust possible? An empirical study in relationship selling
Authors: Wong, YH
Leung, TKP 
Chan, RYK 
To, CKM 
Keywords: Relationship selling
Service quality
Focal strategy
Issue Date: 2004
Publisher: Routledge, Taylor & Francis Group
Source: Journal of international consumer marketing, 2004, v. 16, no. 4, p. 107-131 How to cite?
Journal: Journal of international consumer marketing 
Abstract: Customers are passionately loyal about doing business with sellers who can always be trusted to act in their best interest over time. This research tries to identify how to develop a total trust relationship. The core antecedents behind this total-trust relationship are reciprocal responsiveness, shared understanding, personal disclosure, customization and cooperative concern. We examine how these antecedents affect satisfaction and trust en route to affecting loyalty. Based on data from insurance services, we empirically test and substantiate the roles of these antecedents in building loyalty. A total-trust framework incorporating services effectiveness and functional efficiency is proposed. Managerial implications and directions for future research are also given.
ISSN: 0896-1530
EISSN: 1528-7068
DOI: 10.1300/J046v16n04_06
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