Abstract
The differences between business trust and personal trust are often overlooked as the underlying mechanisms of social capital, which firms and their customers can draw upon to navigate a turbulent marketplace. Specifically, the authors find business and personal trust have distinct positive effects on building satisfaction and loyalty in buyer-seller relationships. However, the relative importance of business and personal trust on relationship performance changes when both types of trust are combined, especially as perceived market turbulence increases. These results support tenets of social capital theory and relationship marketing literature that suggest the personal side of buyer-seller relationships plays an important role in generating positive performance. As B2B buyers and sellers collaborate to navigate rapid changes in the business environment, perceived market turbulence exacerbates the relative effects of business and personal trust on relationship performance.
Published Version
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