Abstract
There are still certain trust domains that have not been explored sufficiently, such as the measurement and evaluation of multiple informants and asymmetric interactions of mutual trust in service encounters. This means that only the buyer’s or seller’s perspective has usually been taken into consideration. Furthermore, only matched pairs of buyer’s and seller’s perceptions have been generally explored. Finally, multiple informants are rarely used in quantitative trust research, if at all.
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© 2015 Academy of Marketing Science
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Svensson, G. (2015). Multiple and Asymmetric Perceptions of Trust. In: Spotts, H. (eds) Proceedings of the 2002 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11882-6_46
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DOI: https://doi.org/10.1007/978-3-319-11882-6_46
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Publisher Name: Springer, Cham
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Online ISBN: 978-3-319-11882-6
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