Home/Trust in Channel Relationships: Calculative, Affective, Belief and Performance
Trust in Channel Relationships: Calculative, Affective, Belief and Performance
Código: WPE – 106
Eduardo de Carvalho Andrade
Luciano I. de Castro
There is an ongoing concern among managers and scholars: how can firms develop trust? Our paper aims to review the emerging perspective of trust and propose 6 mechanisms to build trust in channel relationships. We develop a model containing the following mechanisms: calculative, affective, believe, embeddedness, continuity and capability. We conducted a survey to check whether the mechanisms influence firm performance. The data source comprise of a sample (n=132) in the Brazilian Distribution Market of agrochemical products. Results show the impact of the first three mechanisms on firm performance. The findings highlight that, even though environment leads to suspicion and doubts, managers seek trusty relationships and try to develop it using a combination of few mechanisms to overcome difficulties and perform well.