Factors Influencing Customer Trust in Salespersons in a Developing Country

Abstract

Research on trust is limited in the context of developing countries. Because of its importance in facilitating exchange, this study attempts to assess the determinants of customer trust in salespersons in a developing country. The theoretical model was derived from research conducted in the developed countries. Survey results indicate that salesperson attributes such as expertise, intent, and likability influenced customer trust in salespeople. Confidence in the organization represented by the salesperson also had a significant effect on customer trust. Customers’ product knowledge did not influence their trust in salespeople. However, customers’ generalized disposition to trust others did.