Modelling trust in service relationships: a transnational perspective

Purpose – This empirical paper aims to assess the multi-dimensional nature of trust in service relationships. Although trust is deemed to be important for managing service relationships there is a dearth of research looking at its multidimensional nature outside of Western markets. Design/methodology/approach – The study is undertaken in three countries: UK, Hong Kong and India (September to November 2010). The sample consists of more than 300 sample members from across the three countries with an approximately even split between each. Findings – The findings show that cognitive trust does not significantly impact affective trust, but the other relationships in the model are supported. Customer's disposition to trust impacts both cognitive and overall trust. Research limitations/implications – The research provides direction for services marketing scholars and practitioners, but there are limitations because not all types of financial institutions are evaluated. Practical implications – The practical implications of this work are profound given that transnational operations of most retail banks. Understanding trust dimensions aids relationship managers to devise differentiated strategies to build/re-build and maintain long-term trust relationships with customers. Originality/value – This work extends the understanding of relationships, but by rooting the work in retail banking it provides new insights for academics and practitioners. For service marketing scholars, this study calls into question some of the multi-dimensional nature of trust and for practitioners it can help aid strategy development.