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Trust theory and customer services research: theoretical review and synthesis

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  • Neve Isaeva
  • Kira Gruenewald
  • Mark N. K. Saunders

Abstract

Research has revealed service industries’ benefits from customer trust including positive effects on commitment, loyalty, sales effectiveness, and collaborative, cooperative, and successful exchange relationships. Yet, despite the relevance of customer trust, gaps remain in our understanding regarding its implications and effective management. Commencing with a consideration of the theoretical foundations of trust, this theoretical review paper highlights the key trust theories synthesising service industries and management literatures on trust, its levels, development, violations, and repair. Drawing on this, recommendations are offered for scholars regarding future research as well as for service firms and their representatives regarding enabling customer trust.

Suggested Citation

  • Neve Isaeva & Kira Gruenewald & Mark N. K. Saunders, 2020. "Trust theory and customer services research: theoretical review and synthesis," The Service Industries Journal, Taylor & Francis Journals, vol. 40(15-16), pages 1031-1063, December.
    • Handle: RePEc:taf:servic:v:40:y:2020:i:15-16:p:1031-1063
    DOI: 10.1080/02642069.2020.1779225
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    Cited by:

    1. Koroma, Jonathan & Rongting, Zhou & Muhideen, Sayibu & Akintunde, Tosin Yinka & Amosun, Tunde Simeon & Dauda, Sahr James & Sawaneh, Ibrahim Abdulai, 2022. "Assessing citizens' behavior towards blockchain cryptocurrency adoption in the Mano River Union States: Mediation, moderation role of trust and ethical issues," Technology in Society, Elsevier, vol. 68(C).
    2. Bianca Tjizumaue, 2023. "Buyer / Seller Relationship in the Services Sector at the Bottom of the Pyramid: A Commitment-Trust Theory Perspective," International Journal of Innovation and Economic Development, Inovatus Services Ltd., vol. 9(5), pages 16-27, December.
    3. Yuen, Kum Fai & Bin Saidi, Muhammad Syukri & Bai, Xiwen & Wang, Xueqin, 2021. "Cruise transport service usage post COVID-19: The health belief model application," Transport Policy, Elsevier, vol. 111(C), pages 185-196.
    4. Yue-Ming Guo & Wai-Ling Ng & Fei Hao & Chen Zhang & Shu-Xu Liu & Adil Masud Aman, 2023. "Trust in Virtual Interaction: The Role of Avatars in Sustainable Customer Relationships," Sustainability, MDPI, vol. 15(18), pages 1-17, September.
    5. Xiyu Zhang & Min-Yen Chang & Mengqi Rong & Han-Shen Chen, 2023. "Navigating the Post-Pandemic Era: The Mediating Role of Relationship Quality and Perceived Value on Cruise Passengers’ E-WOM in Taiwan," Sustainability, MDPI, vol. 15(19), pages 1-22, October.
    6. Kun Liang & Jun He & Peng Wu, 2022. "Trust Evaluation Method of E-Commerce Enterprises with High-Involvement Experience Products," Sustainability, MDPI, vol. 14(23), pages 1-19, November.
    7. Songhong Chen & Jian Ming Luo, 2023. "Understand Delegates Risk Attitudes and Behaviour: The Moderating Effect of Trust in COVID-19 Vaccination," IJERPH, MDPI, vol. 20(5), pages 1-18, February.

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