Marketing and Management on the Internet and Mobile Media
Edited by Teemu Kautonen and Heikki Karjaluoto
Chapter 13: Developing Pre-relational Trust in Technology Service Providers
Malliga Marimuthu and Alison M. Dean INTRODUCTION Over the last two decades, studies on technology adoption have been well documented, with a meta-analysis (Ma and Liu, 2004) and a review of empirical ﬁndings (Legris et al., 2003) providing substantial evidence of interest in the antecedents that predict adoption behaviour. Technology adoption is deﬁned as a ﬁrm’s individual decision to either use or reject a speciﬁc system or service (Nijssen and Frambach, 2000). Understanding the antecedents to technology adoption is important because diﬀerent antecedents may require diﬀerent marketing approaches. Further, this understanding is especially important in the business-to-business (B2B) context since antecedents to technology adoption in B2B markets remain unclear and largely under-explored. Even though studies of technology adoption have widely examined the factors that may inﬂuence it, the inﬂuence of trust in service providers on technology adoption in the B2B context has received limited attention. Trust is a seminal construct in relationship marketing and has been emphasized as an impetus for technology adoption decisions (Bahmanziari et al., 2003). Trust plays a particularly important role in services because of the inability of the purchaser to test agreed quality standards, and the fact that business customers must rely directly on service providers’ integrity for appropriate levels of service delivery. Thus, service providers are under pressure to enhance trust by meeting speciﬁc customer-related and customer-perceived criteria, in order to develop and sustain relationships (Ligas, 2004). We are interested in the factors that contribute to this preliminary...
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