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The Influence of Culture on Trust Judgments in Customer Relationship Development by Ethnic Minority Small Businesses

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  • Levent Altinay
  • Mark N. K. Saunders
  • Catherine L. Wang

Abstract

This paper explores the influence of culture on trust judgments in customer relationship development by ethnic minority small businesses (EMSBs). hao and oon's “cultural mosaic” of overlapping “cultural tiles” is used to develop a generic conceptual model regarding the relationships between multiple cultural identities, trust, and customer relationship development. Drawing on qualitative data from semistructured interviews with 134 Turkish EMSBs in ondon (United Kingdom), our findings contribute to the understanding of how different cultural tiles influence the dimensions of trust judgments in relationship development between EMSBs and different customer groups. Seven propositions and a theoretical framework regarding these relationships are offered for future research.

Suggested Citation

  • Levent Altinay & Mark N. K. Saunders & Catherine L. Wang, 2014. "The Influence of Culture on Trust Judgments in Customer Relationship Development by Ethnic Minority Small Businesses," Journal of Small Business Management, Taylor & Francis Journals, vol. 52(1), pages 59-78, January.
    • Handle: RePEc:taf:ujbmxx:v:52:y:2014:i:1:p:59-78
    DOI: 10.1111/jsbm.12033
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    Cited by:

    1. Gilboa, Shaked & Vilnai-Yavetz, Iris & Mitchell, Vince, 2024. "Shopping mall detachment: Why do some consumers avoid malls?," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).

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