Authors: Noémi Piricz; Tibor Mandják
The purpose of this paper is to investigate the elaborated effects of trust on conflicts and perceived satisfaction among organizations in existing business relationships.Concerning marketing literature several controversies can be found and these can be lead to the different meaning recognized to trust construct and consequently, to the distinction between determinants and consequences. More authors have defined trust with elements that others, instead, have considered as its determinants. When the relationship develops, a high trust stock can affect the quality and quantity of communication between parties, and consequently the understanding of customer expectations, and the correct formation of expected performance that the firm can offer. Afterwards, in a dynamic prospective, trust affects satisfaction. Commitment trust and satisfaction are often mentioned as key elements determining the quality of business relationships (Hennig-Thurau, T., Gwinner, K. P., Gremler, D. D. 2002). Baron et al. (2010) think that satisfaction has likely impact on other contributors of relationships.According to more researchers (e.g. Hunger and Stern 1976) the contrary of conflict is cooperation. Why are there conflicts among business partners? Logical answer is permanent changings in the fields of politics, economies, regulations, social norms and technological systems. It can also happen that in a new business network a company has to cooperate with its former competitor (Hagberg-Andersson and Tidström 2008). Gadde and Håkansson (1993) claim cooperation conflict and even competition can exist among each other. We also investigate how trust affects conflicts.In this empirical paper we used quantitative research methods and could analysed 315 valid questionnaires what we received from organizations registered in Hungary, independently from sizes and sectors of economy. In our research we find that trust is really affected both satisfaction (positively) and conflict (negatively) which conclusions belong to the main stream of relevant investigations. The surprising findings are the elaborated connections with trust and the possible reasons of this complex situation. We also investigate the possible interaction between perceived satisfaction and conflict.Due to lack of widely accepted definition of trust in business and determinants of it, our quantitative research may bring new thoughts to researchers or even can support earlier models as well. If managers can use trust and its variables in more efficient way, there is big chance for them to develop a relatively stable competitive advantage.
Journal: n.a. (n.a. – n.a.)
Web Address: n.a.
Publish Year: 2012
Conference: Rome, Italy (2012)