The role of trust in customer relationship management : an example to financial services industry

Many of the research studies have previously examined the importance of trust and its association with other constructs. This kind of trust investigations is important because it is the first step in identifying key constructs in the development of trust. However, trust is multi-dimensional. Trust research should not be just about the examination of causal relationships with different constructs. This paper aims at studying the multidimensional aspects of trust in various relational ties. The focus is on the ways of using trust and its association with the related relationship resources. The discussion provides better understanding about trust and relationship ties for formulating various relational strategies, which are the key issues in customer relationship management.Department of Management and Marketin