In psychology, trust is considered as an attribute of the relationship of believers and trusted (Rousseau et al., 1998; Karpik, . 2014). They define trust as follows: "Trust is a psychological state that involves the intention to accept vulnerability based on positive expectations of another's intentions or behavior" (Rousseau et al. 1998). Reflecting on Castaldo et al., (2010) the purpose of this study is to provide empirical input regarding some possible determinants of trust.
They found that the magnitude of the perceived conflict plays an important role in the evaluation of the business relationship. 2004) also stated that the concept of perceived conflict ties in with other variables describing the business relationship. In the context of a focus node, satisfaction can be seen as the extent to which a focus firm meets or exceeds the expectations of the nodes regarding their motives for cooperating” (Yaqub et al., 2010). Of the 400 questionnaires sent, 315 were valid and were analyzed with SPSS (PASW) software.
Cambra-Fierro and Polo-Redondo (2011) also empirically find that "as perceived satisfaction with the relationship increases, trust in the supplier also increases" (Cambra-Fierro & Polo-Redondo, 2011). The relationship empirically found between the two factors is not strong, since the existing business relationship in each quarter of the above figure. In section A in Figure 3, we can see the business relationships where, despite the high level of trust, the perceived satisfaction is low.
In section C – low trust and low level of satisfaction – the findings may indicate that the relationship is at an early stage.
CONCLUSIONS
Cambra-Fierro and Polo-Redondo (2011) conduct a study of European channel relations and state trust and satisfaction are antecedents of long-term relationship orientation. On the other hand, we cannot claim that there is such a strong and simple relationship between trust and satisfaction. We can only state that there is an existing relationship between these concepts.
Managerial implications
- LITERATURE REVIEW
- FINDINGS
- DISCUSSION
- iNTRodUCTioN
The aim of this paper is to examine the complex effects of trust on perceived satisfaction, perceived conflict and between organizations in existing business relationships. Due to the lack of a generally accepted definition of trust in business and what determines it, this quantitative research can bring new thoughts to researchers or even support earlier models as well. Research models by Chu and Fang (2006) and Ratnasingam (2005) also investigated satisfaction and conflict as determinants of trust.
Ganesan (1994) and Cambra-Fierro and Polo-Redondo (2011) also see satisfaction as a precursor to trust. From the relevant literature review, it was understood that the variables and mechanism of trust are frequently investigated, while interactions between possible determinants of trust are rarely mentioned. More concretely, the smaller the perceived conflict, the higher the level of trust among them.
So it seems that the conflict that emerges does not exclude trust or hinder the development of trust. The importance of trust increases when the perceived goals of cooperation and mutual benefits are strengthened between the parties. In the graph of trust and perception of satisfaction with the partner we can observe the tendency of a high level of trust with a high level of satisfaction (Figure 3, section B). which is a quite expected result and confirmed by other surveys.
This study found complex and broad effects of trust in existing business relationships. The authors of the paper suggest that before investing in an intangible asset, a competent management team should assess all possible benefits of trust and commitment. Careful exploration of partner interchangeability and perceived satisfaction with business partners, as well as identifying potential conflicts that are not yet apparent, can provide a good, solid foundation for a business relationship where trust and commitment can become a viable reality.
AFFECTiNG dETERMiNANTS oF TRUST iN BUSiNESS RELATioNSHiPS
In sociology, Simmel (1908) points out that trust is an intermediate between knowledge and ignorance about a man, which is a logical consequence of the view that complete knowledge or ignorance.
Noémi Piricz
LiTERATURE REviEw
The belief-based trust theory thinks that trust is a certain belief, expectation, will and a process of belief – attitude – will – behavior. In the case of risk approach, trust is the basis of an expectation in which the partners' common interests are to act reliably and fulfill promises. Das and Teng (2004) have a view in their risk-based approach that trust means a positive assumption that the business partner will not act opportunistically even in spite of changing conditions.
On the other hand, risk is considered "as a condition that must exist for trust to occur" (Rousseau et al. The focus of this research is to understand how perceived satisfaction and conflict with business relationships relate to trust. If after a a while, the balance between the economic and social development of the relationship is considered to be positive, the trust between the parties begins to grow and thus everyone is interested in the long-term maintenance of the relationship (Lambert & Pohlen, 2001).
Scientists identify factors believed to negatively influence trust, including opportunism, power asymmetries and structural ties, where structural ties include the perception of marketing alternatives (Bahlmann et al. 2007). In other words, “conflict is a way of life in relationships that can be expressed explicitly and implicitly, but it is how we handle or manage these conflicts that determines the quality of our relationships” (Tatum & Eberlin state that trust plays an important role). important role in understanding conflict resolution. In this study it was accepted that an approach in which conflict is an episode or episodes with opposite centers, which are based on incompatibility of directional goals or values (Hunger & Stern elaborated and tested their method of measuring the perceived conflict). within business relationships.
Trust is important as it enables cooperative behavior by reducing harmful conflicts and sometimes by promoting effective responses to crisis (Rousseau et al: . 1998). However, Waluszewski and Håkansson (2006) say that asymmetric trust can cause problems, and trust is only a small part of the whole spectrum of feeling. Regarding the satisfaction with business partner, Chiou et al., (2002) think that general or increasing satisfaction develops as a summary of transaction experiences.
Experience also has an impact on customer satisfaction (Rosen & Suprenant, 1998) and of course the more satisfied the customer, the more likely the relationship will be lasting (Baron et al., 2010). Relationship satisfaction can also be seen as necessary for relationship quality (Storbacka et al., 1994). Among respondents, large companies represented a larger percentage than the national average, while the distribution of respondents by activity reflects national proportions.
FiNdiNGS
We asked these firms to refer our questionnaire statements to one of their business connections, either a supplier or a buyer. Reliability analysis was performed by Cronbach Alpha (0.799). in our experience, perceived conflict does not significantly affect trust. 2010) argue that so-called collaborative trust can strengthen trust. Business partners can develop trust among each other when dealing with conflicts that arise at the dyadic, group, or alliance level.
The coefficient of determination is 0.168, therefore according to our empirical data, trust affects a certain degree of satisfaction with the business relationship, but it is not the only factor that affects trust. This result partially corresponds to the empirical findings of others, in which trust and engagement satisfaction are often cited as key elements that determine the quality of business relationships (Hennig-Thurau et al., 2002).
This kind of conflict occurs in every business relationship and is a silent or invisible element that remains latent or perceived by the affected partners. This empirical study does not confirm the results of Chu and Fang (2006) that a partner's perceived conflict leads to a strong negative effect on trust.
Conflict
CoNCLUSioNS
- Managerial implications
As an academic summary, perceived satisfaction shows a moderate relationship with trust, which is not a surprising result. However, our empirical research has also shown that none of the discussed factors has a leverage effect on business confidence. In our view, researchers need to consider that both trust and perceived satisfaction with a business relationship are influenced by other factors.
This empirical study shows that there is a relationship between trust and perceived conflict, but the picture is much more complex and we find no clear anti-parallel relationship between the two concepts. It is also interesting that the absolute value of R2 is almost the same for both perceived conflict and perceived satisfaction (0.18 and 0.17). Yes, it is good if a business partner is satisfied with a particular relationship, but that is only one factor.
Consequently, it also appears that trust in business relationships develops together as a variety of different factors. This survey above has confirmed the well-known theory that conflict belongs to life and business. They need to identify if it is a latent conflict and what motives lie behind it.
As the presented research has shown, the variables of social exchange theory—specifically, conflict and satisfaction—provide better, stronger explanations for improving trust and commitment. Supply chain participants should consider these variables to create an environment that fosters trust and commitment. Trust as a supply chain management tool for slaughterhouses: Empirical evidence from North-West Germany.
The chain of effects from brand trust and brand influence to brand performance: The role of brand loyalty.
УТИЦАЈ ДЕТЕРМИНАНТИ ПОВЕРЕЊА НА ПОСЛОВНЕ ОДНОСЕ
Извод
