Reconceptualizing Trust: An Evolutionary Process Model
Research in marketing has always found trust to be a central component of relationships between and among buyers and sellers. Much of the literature being published today that focuses on ebusiness continues to use the concept of trust in building a successful business with a loyal customer base. So trust continues to play a role even as the business landscape changes. Although trust is acknowledged as important, little has been done to examine how trust develops. In this paper, the literature pertaining to trust is reviewed, a developmental framework for trust as a factor in various stages of relationships is presented and five proposals for future research are discussed
Recommended CitationCurran, James M., "Reconceptualizing Trust: An Evolutionary Process Model" (2001). Marketing Working Papers. Paper 3.