The Handbook is organized in six major sections: The service setting, demand management, service excellence and profitability, service recovery, service relationships, and firm-wide service issues. A unique structural feature of the Handbook is the inclusion of both in-depth chapters as well as shorter, more focused ‘mini’ chapters. This variation enables the book to provide broader coverage through the inclusion of more topics.

Sources and Dimensions of Trust in Service Relationships

Sources and Dimensions of Trust in Service Relationships

Sources and dimensions of trust in service relationships
DEVON S.JOHNSON, KENTGRAYSON

Ever since Dwyer, Schurr, and Oh (1987) emphasized the importance of trust in marketing relationships, it has been a central construct in research on business-to-business sales and service relationships, as well as consumer service relationships. Marketing researchers have highlighted the antecedents and consequences of trust in dyadic relationships, usually predicated on the notion that trust emerges only from factors specific to the interaction. In examining consumers' trust in service firms, this chapter takes a broader view by exploring both relationship-specific and environmental sources of trust, such as personality variables and social norms. We also emphasize the multidimensionality of trust and examine the managerial implications of our framework.

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