Trust: looking forward and back

Abstract

PurposeThis paper considers ways forward in the study of trust in business relationships and networks.Design/methodology/approachThe 25 papers focusing on trust previously published in theJournal of Business & Industrial Marketingare categorized as to their focus and compared to the body of work on trust concluding there is little considering the nature of trust. A model that integrates conceptualizations of the past and present and extends these to incorporate nature of trust as affective – including calculation and emotion – is presented.FindingsThis broadened conceptualization of trust contains focused, interacting components enabling both holistic and well as focused study of relationships and the role of trust within them.Research limitations/implicationsAn important direction for business relationship and network research is consideration of thebestway to conceptualize and measure trust. The way that trust components combine and vary in different settings, including in different cultures is also needed in future work. Operationalisations that are both more parsimonious and valid are likely.Practical implicationsUnderstanding as to value of measures of propensity to trust (which this model can guide) has potential value to managers as does an effective measure of generalized trust and understanding as whether this is a first step in relationship trial.Originality/valueThis is first detailed model of the nature of trust in business relationships that has been published in the marketing literature.