Toward A Trustful B To B Relationship

Abstract

Being trusted by the client has to be considered as an intangible asset that constitutes a considerable competitive advantage. To enjoy this advantage it becomes ineluctable to determine the trust’s antecedents. This survey tents to bring elements of answer for this problematic in an industrial context. The emphasis has been placed, in one side, on the importance of trust as a condition of successful relationship marketing, in the other side, on its conceptualization. Finally, and while distinguishing two targets of trust, the seller and his salesperson, an empiric verification close to electronic industrial clients, indicate that several variables influence trust’s development towards the seller firm and its salespersons and that it (trust) can be transferred from the latter to the former.