Abstract
The role of trust on the intention to stay in a relationship is investigated. Communication, satisfaction, customisation and competence as antecedents of trust are investigated; and trust on a party’s intention to stay in a relationship. The study confirms the important roles of satisfaction and trust on intention to stay.
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APA
Theron, E., Terblanche, N., Boshoff, C., & Spyropoulou, S. (2015). The Role of Trust in Relationship Marketing in Business-to-Business Financial Services. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 209–213). Springer Nature. https://doi.org/10.1007/978-3-319-10963-3_122
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