Drivers of trust in relational service exchange: Understanding the importance of cross-cultural differences

• Main Authors: Jan H. Schumann, Florian V. Wangenheim, Anne Stringfellow, Zhilin Yang, Sandra Praxmarer, Fernando R. Jiménez, Vera Blazevic, Randall M. Shannon, G. Shainesh, Marcin Komor
• Other Authors: Technical University of Munich
• Format: Article
• Published: 2018
• Subjects: Business, Management and Accounting; Computer Science; Social Sciences
• Online Access: https://repository.li.mahidol.ac.th/handle/123456789/28861
• Institution: Mahidol University

Customer trust is of vital importance for relationship marketing in services. Service providers increasingly market their services globally, yet few researchers have addressed differences in customer trust across cultures. Our research fills this void by proposing a model, based on existing trust li...