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Zum Aufbau von Vertrauen in interaktiven Entscheidungsprozessen

Author

Listed:
  • Roland Helm

    (University of Jena, Faculty of Economics)

  • Michael Gehrer

    (VHV Vereinigte Hannoversche Versicherung a.G., Hannover)

Abstract

Dem Konstrukt des "Vertrauens" kommt in den letzten Jahrzehnten innerhalb der Verhaltensforschung eine immer bedeutendere Rolle zu. In diesem Beitrag wird analysiert, durch welche Einflussfaktoren im Rahmen eines extensiven Kaufentscheidungsprozesses Vertrauen vom Nachfrager aufgebaut wird und wie sich dies letztendlich auf die Zufriedenheit mit dem Kauf auswirkt. Eine Voraussetzung des Aufbaus von Vertrauen zum Verkaufspersonal kann dabei auch beim Ersten Eindruck des Kunden liegen. Dieser Zusammenhang ist bisher kaum theore- tisch fundiert wie empirisch analysiert worden. In diesem Beitrag werden die theoretischen Ãœberlegungen am Beispiel des Kaufs eines Automobils untersucht. English Summary: In the last decades the construct of trust became more and more important in the area of con- sumer research. In this paper some influencing factors on building trust in an extensive buying process are analyzed. Furthermore, the effect of consumers' trust on the consumer satisfaction after the end of the buying process is examined as weIl. One prerequisite of trust in the sales personnel among others may be the customers first impression of this person. This interrelationship is so far barely discussed in a theoretical way nor empirically analyzed. Therefore, we give some theoretical suggestions and analyze our model with data conceming the purchase of a car. Key Words: Trust, First Impression, Extensive Buying Process, Customer Satisfaction

Suggested Citation

  • Roland Helm & Michael Gehrer, 2005. "Zum Aufbau von Vertrauen in interaktiven Entscheidungsprozessen," Jenaer Schriften zur Wirtschaftswissenschaft (Expired!) 13/2005, Friedrich Schiller University of Jena, School of of Economics and Business Administration.
    • Handle: RePEc:jen:jenasw:2005-13
    as

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