The purpose of this paper is to specify and test factors surrounding trusting relationships between buyers and suppliers in a global, business‐to‐business services context. In so doing, the paper aims to help to extend relationship marketing theories to this under‐researched domain.
A literature review and results of qualitative interviews in the paper provide a conceptual framework for the trust formation process and relational outcomes of trust. The research then tests a model of hypothesized relationships using structural equation modeling.
The paper confirms the influence of trust building behaviors (social interaction, open communications, customer orientation) and service outcomes (technical, functional and economic quality) on trust formation. Trust is shown to have a positive influence on key relational outcomes, loyalty commitment and share of purchases.
The sample consists of buyers of aviation component repair services who may be susceptible to idiosyncratic industry pressures. Further, the sample of buyers in 42 countries includes a higher share of buyers from individualist countries.
The study provides managerially relevant (“actionable”) results that may help buyers execute customer retention strategies that lead to higher customer profitability.
This study adds to the limited literature on building trust in B2B services in a global context. The paper seeks to provide a balanced account of the interpersonal and tangible aspects of trust formation.
