Reversing the dependency-trust relationship in B2C services

Johra FATIMA, Rita Di Mascio

Research output: Contribution to journalArticle

2 Citations (Scopus)

Abstract

While the existing notion of customer dependency in the business-to-business literature is that it facilitates trust, this study proposes that the relationship works in reverse for services firm–consumer dependency relationships. Using partial least squares-based structural equation modeling, the study provides evidence that rapport through service interactions and the mediation impact of competence, contractual, and goodwill trust build an evoked set of services in consumers’ minds, making them dependent on the firm at a cognitive level. However, most of the moderated and moderated mediation roles of relationship age and frequency are found as non-significant except relationship age as a moderated mediator between goodwill trust and consumer dependency relationship. Implications are provided for the services relationship literature and services firms.
Original languageEnglish
Pages (from-to)1-10
Number of pages10
JournalJournal of Retailing and Consumer Services
Volume41
DOIs
Publication statusPublished - 2018

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Mediation
Goodwill
Service firms
Business to business
Interaction
Mediator
Service relationships
Partial least squares
Work relationships
Structural equation modeling

Cite this

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title = "Reversing the dependency-trust relationship in B2C services",
abstract = "While the existing notion of customer dependency in the business-to-business literature is that it facilitates trust, this study proposes that the relationship works in reverse for services firm–consumer dependency relationships. Using partial least squares-based structural equation modeling, the study provides evidence that rapport through service interactions and the mediation impact of competence, contractual, and goodwill trust build an evoked set of services in consumers’ minds, making them dependent on the firm at a cognitive level. However, most of the moderated and moderated mediation roles of relationship age and frequency are found as non-significant except relationship age as a moderated mediator between goodwill trust and consumer dependency relationship. Implications are provided for the services relationship literature and services firms.",
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Reversing the dependency-trust relationship in B2C services. / FATIMA, Johra; Di Mascio, Rita.

In: Journal of Retailing and Consumer Services, Vol. 41, 2018, p. 1-10.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Reversing the dependency-trust relationship in B2C services

AU - FATIMA, Johra

AU - Di Mascio, Rita

PY - 2018

Y1 - 2018

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AB - While the existing notion of customer dependency in the business-to-business literature is that it facilitates trust, this study proposes that the relationship works in reverse for services firm–consumer dependency relationships. Using partial least squares-based structural equation modeling, the study provides evidence that rapport through service interactions and the mediation impact of competence, contractual, and goodwill trust build an evoked set of services in consumers’ minds, making them dependent on the firm at a cognitive level. However, most of the moderated and moderated mediation roles of relationship age and frequency are found as non-significant except relationship age as a moderated mediator between goodwill trust and consumer dependency relationship. Implications are provided for the services relationship literature and services firms.

KW - Consumer dependency

KW - Trust

KW - Rapport

KW - Structural equation modeling

KW - Partial least squares

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