Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Negative Effects on Trust in B2B Relationships
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2016 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Background: The concept of relationship marketing is a continuously growing research area in the field of academic research. A topic being widely discussed is which factors builds trust and the importance of having trust in business-to-business (B2B) relationships. However, there is a lack of research in the field of which factors have a negative effect on the level of trust in business relationships.

Purpose: The purpose of this study is to explain which factors are crucial to maintain trust in a B2B relationship.

Focus: The focus in this study is on trust in B2B relationships. Particularly how it is negatively affected by lacking the building blocks needed in order to have trust in such a relationship.

Method: This study made use of a deductive, quantitative approach. By using a survey, the data was gathered through an online questionnaire sent out via e-mail to 700 Swedish B2B companies.

Results: In total, answers from 141 were reliable. In SPSS analyses for regression, reliability, and validity were conducted. Out of the five stated hypotheses, three were accepted and two rejected. Conflict handling was shown to have the largest influence on the level of trust together with communication and competence. Commitment and contracts were rejected in the hypotheses testing.

Conclusion: A new model is presented where the accepted hypotheses act as influencers on trust. The conclusion of this study is that if there is a lack of conflict handling, communication, and competence it will have a negative effect on trust in a B2B relationship. Due to limitations of the study, other research opportunities derive. It is suggested that future research should explore the differentiation between different industries and/or different kind of actors within the B2B-relation or countries.

Place, publisher, year, edition, pages
2016. , 72 p.
Keyword [en]
Relationship marketing, B2B marketing, B2B relationships, Trust
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-53416OAI: oai:DiVA.org:lnu-53416DiVA: diva2:935983
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Supervisors
Examiners
Available from: 2016-06-14 Created: 2016-06-13 Last updated: 2016-06-14Bibliographically approved

Open Access in DiVA

Bachelor Thesis. Lönnberg, Macanovic, Pettersson(1106 kB)94 downloads
File information
File name FULLTEXT01.pdfFile size 1106 kBChecksum SHA-512
aa0f6eaaee353bd847859ddbca02dc384eec8d1af25432e41073e59e507ec9a1c37732a29fff906aa7a6df32d6a7b1b663cf44e41845def545c26a7ed841d376
Type fulltextMimetype application/pdf

By organisation
Department of Marketing
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 94 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 376 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf