Trust and Commitment in Professional Service Marketing Relationships in Business-to-Business Markets

This paper examines two very important concepts in marketing relationships – trust and commitment – whereby commitment is regarded as consisting of three components: affective, calculative and normative. The context of this study is professional services in a business-to-business market, more specifically the marketing research industry in Slovenia. The results show that trust in the marketing research provider and its work is very high among interviewed clients. The clients also appear to be affectively committed to the relationship with the provider, whereas calculative and normative commitment are low. The study’s results confirm the positive influence of trust on affective commitment and the weak negative influence of trust on calculative commitment.trust, affective commitment, calculative commitment, normative commitment, business-to-business markets

Emotional assuring, trust Building, and resource mobilization in start-up organizations

Based on a five-year field study of six new ventures, we investigate whether and how organization foun-ders use affective influence, a form of emotion management, with diverse stakeholders, namely investors, board members, customers, and employees. We found wide differences in founders' propensity to use affective influence actions and that not all affective influence actions were effective in mobilizing re-sources for the new firm. We identified a particular form of beneficial affective influence we call "emo-tional assuring," which refers to affective influence actions that seek to build three different dimensions of trust in regard to the new firm: (1) the firm's integrity, (2) the founder's competence as an entrepreneur, and (3) the founder's benevolent character. Although firms that practiced little emotional assuring could mobilize adequate resources as well as firms that did it in munificent environments, the latter gained an upper hand and were more resilient under tough economic conditions. We also identified the moderating conditions and limitations of emotional assuring.Affective influence; emotional assuring; emotion; entrepreneurship; organization creation; resource mobilization; trust;

The effect of trust on the performance and satisfaction of co-operative members at the 'Zöld-termék’ producer organization

SUMMARY FINDINGS, CONCLUSIONS, RECOMMENDATIONS The paper investigates the effect of trust between members and between members and the management in an agricultural marketing co-operative in the Hungarian horticultural sector. More specifically, we looked at how trust affected the performance and satisfaction of members of the co-operative, as well as their intention to remain part of the co-operative. We analyzed the role of trust from two aspects: cognitive and affective. In line with our prior hypothesis, we found differences between cognitive and affective trust in terms of how it affected group cohesion and the level of satisfaction of co-op members. Our results suggest that trust between co-operative members has a positive effect on group cohesion. The trust between members (cognitive and affective together) affects group cohesion to a greater effect than trust between members and management (cognitive and affective together). Affective trust between the members and affective trust between members and the management, when looked at together, has a greater impact on group cohesion than cognitive trust between members plus cognitive trust between members and the management. Our results confirm that group cohesion has a positive effect on the members’ satisfaction. Additionally, affective trust has a greater impact on members’ satisfaction than cognitive trust does. The greater impact of affective trust indicates that currently, the emotional basis of co-operation is stronger than its tangible economic benefits. The management of the Producer Organization (PO) should improve the reliability of the PO and strengthen personal relationships (between members, as well as between members and the management) in order to boost cohesion within the organization. This would increase satisfaction of the members and help retain members. Naturally, the PO has to ensure safe sale and marketing, which is the most important expectation of the members to the OP. -------------------------------- A cikk a tagok közötti, valamint a tagok és menedzsment közötti bizalom hatását vizsgálja egy magyarországi kertészeti ágazatban működÅ‘ mezÅ‘gazdasági marketingszövetkezet példáján. Ezen belül a bizalom szövetkezeti tagok teljesítményére és elégedettségére gyakorolt hatását, valamint a szövetkezetben való maradásban betöltött szerepét vizsgáljuk. Racionális és érzelmi alapúmeg¬közelítésben vizsgáljuk a bizalom szerepét. Összhangban az elÅ‘zetes feltételezésekkel, különbséget találtunk a racionális és érzelmi alapúbizalom csoportkohézióra és a szövetkezeti tagok elégedett¬ségére gyakorolt hatásában. A kapott eredmények azt mutatják, hogy a szövetkezeti tagok közötti bizalom pozitív hatással van a csoportkohézióra. A tagok közötti bizalom (racionális és érzelmi alapú) nagyobb hatással van a csoportkohézióra, mint a tagok és menedzsment közötti bizalom (racionális és érzelmi alapú). A tagok közötti, valamint a tagok és a menedzsment közötti érzelmi alapú bizalom együttesen na¬gyobb hatással van a csoportkohézióra, mint a tagok közötti, valamint a tagok és a menedzsment közötti racionális alapú bizalom. Az eredmények megerÅ‘sítik a csoportkohézió pozitív hatását a tagok elégedettségének megítélésében. Továbbá az érzelmi alapúbizalom gyakorol nagyobb hatást a tagok elégedettségére, szemben a racionális alapúbizalommal. Az érzelmi alapú bizalom nagyobb hatása arra utal, hogy a szövetkezés, együttműködés érzelmi alapjai jelenleg erÅ‘sebbek, mint a szövetkezés kézzel fogható gazdasági eredményei. A TÉSZ veze¬tése a szervezet megbízhatóságának növelésével és a személyes kapcsolatok (tagok közötti, tagok és vezetés közötti) erÅ‘sítésével tudja javítani a szövetkezeten belüli kohéziót, ezáltal a tagok elégedett¬ségérzését, szövetkezetben való maradását. Természetesen a TÉSZ-nek meg kell teremtenie az érté¬kesítés biztonságát, ami a tagok legfontosabb elvárása a TÉSZ-szel szemben.trust, marketing cooperative, horticultural sector, case study, Hungary, bizalom, marketingszövetkezet, kertészeti ágazat, esettanulmány, Magyarország, Agricultural and Food Policy, Consumer/Household Economics, Institutional and Behavioral Economics,

Trust and the Decision to Outsource: Affective Responses and Cognitive Processes

Many of the various forms of cooperative strategy that firms are pursuing in today's economy entail the placing of important business functions in the hands of a partner. This paper examines the role of trust in the decision by a producer to place the marketing function in the hands of another entity, namely a cooperative. Although others have studied the effect of what may be termed general trust on inter-organizational relationships, few have examined the antecedents of that trust. We propose a model in which affective responses and cognitive processes are precursors to a sense of general trust, which, in turn, influences the outsourcing decision. These affective responses and cognitive processes have both direct and indirect (mediated) effects on the decision to place an important function in the hands of another entity. Perceptions of partner expertise in the business function at hand and the perceived need for the focal firm to maintain control over that function are also considered in the model. The model is tested in a somewhat novel context: the decision of cotton producers to outsource the marketing of their cotton fiber. Using survey data gathered from the actual decision-maker, and structural equations modeling, we find that the inclusion of affective responses and cognitive processes in our model produces a richer explanation of the outsourcing decision. The differences between the effects of affective responses and cognitive processes have potentially important implications for managers engaged in cooperative strategies and for the scholars who study them.Agribusiness,

TQM practices and affective commitment: a case of Malaysian semiconductor packaging organizations

The purpose of the present study is to examine the effects of the five elements of TQM practices on employees’ affective commitment within six major Malaysian semiconductor contract manufacturing organizations. Despite extensive research on TQM practices, the issue of linking TQM practices with affective commitment has been found to be less focused. Sample size of the study was 377 resulting in a response rate of 75.4 percent. Regression analyses were employed to explore the relationship between TQM practices and affective commitment. Findings of the study reveal that teamwork, organizational communication, organizational trust and teamwork are positively associated with affective commitment. The study also shows that the organizational communication is perceived as a dominant TQM practice and is strongly associated with affective commitment.Total quality management, affective commitment, Malaysia, semiconductor industry

Antecedents of trust across foci: a comparative study of Turkey and China

Instead of importing Western models of interpersonal trust, we adopted a qualitative approach to understand trust relationships from indigenous cultures' perspectives. We examined trust relationships directed at different foci in the organization (supervisor, peer, and subordinate) in two different countries, Turkey and China. Semi-structured interviews were conducted with 30 Turkish and 30 Chinese employees working for a variety of large-scale organizations located in Istanbul, Turkey and Shenzhen, China. We report the content analysis of trust-building critical incidents narrated by the respondents. While the general antecedents of Ability, Benevolence, and Integrity were found to exist in both countries, Benevolence, with its culture-specific manifestations, played a very important role in trust-building across multiple foci in both countries. We also found that trust relationships in these two contexts tended to go beyond the professional domain, and to involve sharing of personal time, information, and space. Drawing on this evidence, we propose a trust-building process that is more affective in nature and which straddles both work and non-work domains

Kepercayaan (Trust) Terhadap Pengurus Organisasi Dan Komitmen Afektif Pada Organisasi Mahasiswa Daerah Di YOGYAKARTA

This research is written to know the possitive relation between trust and affective commitment. The independent variable that is used in this research is trust, and the dependent variable is affective commitment. The subject in this research is local student organizations in Yogyakarta. Method of collecting data that is used in this research is scale of affective commitment and scale trust, all of the data that the writer get are analyzed by statistical analysis SPSS 16.0. for windows. Quantitative data is analyzed by product moment analysis technique. The result shows that there is positive relation significant between trust variable and affective commitment in local student organizations in Yogyakarta. The result of data analysis is correlation coefficient with r as 0,758 with p = 0.000 (p < 0.05). It means that there is significant positive relation between trust with affective commitment in local student organizations in Yogyakarta, which higher the trust of a local student organizations is higher the affective commitment. It also means that the lower trust of a local student organizations is lower the affective commitment. Keyword: Affective commitment, trust, local student organization

THE IMPACT OF TRUST ON COOPERATIVE MEMBERSHIP PERFORMANCE AND SATISFACTION IN THE HUNGARIAN HORTICULTURE

The paper investigates the impacts of trust on the relationships among members and between members and the management in an agricultural marketing cooperative in the Hungarian horticultural sector. We focus on the effects of trust on cooperative members performance and satisfaction and their commitment to remaining a part of cooperative. We analyse the trust along two dimensions: cognitive and affective. Our results suggest that trust among cooperative members and trust between cooperative and management have positive effects on group cohesions. In line with a priori hypotheses we found differences between cognitive and affective trust influencing the group cohesion and cooperative members satisfaction.trust, marketing cooperative, Hungary, Farm Management, Marketing,