Abstract
Using data on 935 small firms and bank managers, we differentiated customers' relational trust in their banks from beliefs about the banks' self-interested motivations. Relational trust mediated the relationship between bank strategies (customer orientation and manager continuity) and the likelihood a firm would switch banks, and the effect of trust went beyond that of beliefs about self-interest. Further, customer orientation reduced bank switching through relational trust, whereas manager continuity operated on switching both directly and through relational trust.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 400-410 |
| Number of pages | 11 |
| Journal | Academy of Management Journal |
| Volume | 47 |
| Issue number | 3 |
| DOIs | |
| State | Published - Jun 2004 |