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• W2898726144 abstract "Purpose The purpose of this paper is to identify the interplay between the characteristics of trustee and trustor in trust formation at the initial stage of a relationship in the B2B context. Design/methodology/approach The study was experimental. A situation was simulated in which sales managers choose prospective customers on whom his or her company should concentrate after entering the new market. A total of 108 managers participated in the study. Findings The results indicate that during the pre-relationship stage salespeople declared trust toward a prospective customer despite having no previous interactions with the other party. Salespeople start the trust-development process by gathering clues about the trustworthiness of the potential partner organization. The cognitive information provided to salespeople impacts interpersonal trust to a greater extent than effective communication. This influence is moderated by trustor trust propensity. There is no difference in the type of information about a trustor when it comes to organizational reliance. Originality/value This paper provides a new insight into research on trust in interorganizational relationships as the authors adopted the perspective of the supplier who is most frequently perceived as a trustee, rather than a trustor. It directs attention to the pre-relationship stage, which precedes the interaction that may lead to a relationship developing but also links the object of trust (trustee) with the subject of trust (trustor) and integrates two separate approaches to the ascendance of trust with its multi-dimensional and multi-level nature. Moreover, an experimental design that is rare in research on business relationships was implemented." @default.
• W2898726144 created "2018-11-09" @default.
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• W2898726144 date "2018-10-29" @default.
• W2898726144 modified "2023-09-26" @default.
• W2898726144 title "Do sales people trust new customers because of who they are?" @default.
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• W2898726144 doi "https://doi.org/10.1108/imp-01-2018-0008" @default.
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