Emotions, trust and relationship development in business relationships: A conceptual model for buyer–seller dyads

Abstract

Existing research on buyer–seller relationships has focused on the role played by trust in shaping the dynamics of interpersonal interaction between the buyer and the seller. While this is undoubtedly an important variable in governing the interactional dynamics it is by no means the only variable. The paper begins by reviewing the existing literature on buyer–seller relationships. The role played by emotions is articulated. Finally, it is recognized that the emotions that emerge in a buyer–seller relationship do so at multiple levels. A model and propositions highlighting the impact of emotions on interpersonal relationships are developed. Illustrative cases are used to ground the propositions empirically.