Extending trust and mutual trust in business relationships towards a synchronised trust chain in marketing channels

Although trust is discussed widely in the literature, there are still discrepancies in the existing conceptualisations of the trust concept. These are usually either unidirectional or bi‐directional, and a limited or narrow approach is usually applied or taken into consideration. There is an apparent lack of mutual and simultaneous considerations beyond the dyadic business relationship. It is argued that an approach beyond dyadic business relationships is necessary to truly understand the trust between two actors in a marketing channel. In the first place, the trust in other upstream and downstream dyadic business relationships affects the trust in the dyad at focus. At the same time, the dyadic business relationship at focus is affected by upstream and downstream trust in other dyadic business relationships. Therefore, a generic model of the synchronised trust chain concept is introduced, as well as managerial implications and research proposals in the area.