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Trust in cross-cultural b2b financial service relationships: The role of shared values

Author

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  • Roudaina Houjeir
  • Ross Brennan

    (University of Hertfordshire, Hertfordshire Business School)

Abstract

Trust in business-to-business supplier–customer relationships in financial services is an area of considerable research interest. The bulk of prior empirical research in this field has concentrated on trust in business relationships within a Western cultural context. However, shared values are acknowledged to be an important antecedent to trust. The premise of this study is that in circumstances where there are substantial cultural differences between parties to a supplier–customer relationship, these differences will be reflected in shared values, which will in turn be reflected in differences in the nature of trust. A qualitative study was conducted among business bankers and their corporate clients in the context of the United Arab Emirates. In all 170 respondents were interviewed; of these, 160 were paired respondents, that is, where a client and banker from the same business relationship were interviewed (yielding 80 interview dyads). Substantial differences with respect to trust were found between relationships that involved only Emiratis, those that involved Emiratis and non-Emiratis, and those that involved only non-Emiratis. For Emiratis mutual trust is substantially based on family and clan ties and exhibits strongly affective characteristics. For non-Emiratis trust is largely based on business considerations, and exhibits strongly cognitive characteristics.

Suggested Citation

  • Roudaina Houjeir & Ross Brennan, 2016. "Trust in cross-cultural b2b financial service relationships: The role of shared values," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 21(2), pages 90-102, June.
  • Handle: RePEc:pal:jofsma:v:21:y:2016:i:2:d:10.1057_fsm.2016.4
    DOI: 10.1057/fsm.2016.4
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    References listed on IDEAS

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    Cited by:

    1. Kittur, Prathamesh & Agarwal, Shailja, 2024. "Cultural bridges in Business: Critical review and future directions in cross-cultural B2B relationships," Journal of Business Research, Elsevier, vol. 180(C).
    2. Martina Dickson & Lilly Tennant, 2021. "Spouses of Student Mothers in the United Arab Emirates: Enablers or Constraints to Their Pursuit of Higher Education?," Indian Journal of Gender Studies, Centre for Women's Development Studies, vol. 28(3), pages 385-407, October.

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