- Title
- Developing pre-relational trust in technology service providers
- Creator
- Marimuthu, Malliga; Dean, Alison Mary
- Relation
- Trust and New Technologies: Marketing and Management on the Internet and Mobile Media p. 227-243
- Relation
- http://www.e-elgar-business.com/bookentry_main.lasso?id=12903
- Publisher
- Edward Elgar
- Resource Type
- book chapter
- Date
- 2008
- Description
- Even though studies of technology adoption have widely examined the factors that may influence it, the influence of trust in service providers on technology adoption in the B2B context has received limited attention. Trust is a seminal construct in relationship marketing and has been emphasized as an impetus for technology adoption decisions (Bahmanziari et al., 2003). Trust plays a particularly important role in services because of the inability of the purchaser to test agreed quality standards, and the fact that business customers must rely directly on service providers' integrity for appropriate levels of service delivery. Thus, service providers are under pressure to enhance trust by meeting specific customer-related and customer-perceived criteria, in order to develop and sustain relationships (Ligas, 2004). We are interested in the factors that contribute to this preliminary process, that is, to understanding the factors that stimulate the development of trust in service providers prior to decisions on technology adoption.
- Subject
- technology adoption; customer requirements; service delivery; internet marketing
- Identifier
- http://hdl.handle.net/1959.13/803531
- Identifier
- uon:6426
- Identifier
- ISBN:9781847205681
- Language
- eng
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