Review of the theoretical concept of trust

The trust concept is used in a variety of researchers to understand social relations and business.
There is a consensus about the importance of a sweeping confidence Evevissus long-term
relationship, particularly in strengthening the connection between the organizations to their
customers Obhaegdlat customer pool (Spekman, 1988; Urban et al., 2000; Sirdeshmukh et al., 2002;
examined the concept of trust led Leriebwei ם Doney & Cannon, 1997). In the various theoretical
,trust belief ם definitions of the term (Grabner-Krauter & Kaluscha, 2003): psychologists have set
expectation, a feeling that results from Eshiota features is a result of early developmental
processes of psychological (Rotter, 1967) economists focused on the island Laskeota associated
Lephitaha (Williamson, 1993). Social psychologists for a ם confessions and that can be used to
trust set up in relation to behavior of other relations of exchange, focus on environmental factors
that reinforce or hurt the Obshimor the development of trust between the parties (Mayer et al.,
1995; Lewicki et al., 1995).
There is total trust in connection with at least two parties - the trusting Oumosha trust. Parties
in connection can be a single person or group of people. In the business world, purpose of the
organization is to convince customers to buy the service / product of their (Doney & Cannon, 1997).
The importance of trust in business rates by as much product / customer service, much more complex
situation dependence organizing immigrants, leading to a non certainty and risks (Moorman et al.,
1992; Schlenker et al., 1973). Habuhnat in marketing the phenomenon of trust with regard to
business as usual to address customer trust and organizing its employees Cmosha trust (Gefen et
al., 2002; Doney & Cannon, 1997; Sirdeshmukh et al., 2002).
Customer trust, or a size that is willing to rely on the organization and operation conditions
which is vulnerable to abuse (Jarvenpaa & Tractinsky, 1999), as a result of growing Matpishota /
beliefs that the client organization offering the product / service employees. Repeated
interactions with the organization and representatives allow the customer to interpret the
behaviors shared business Clgbs Atpishota about the motives Clhatanhaagotho future (Doney & Cannon,
1997; Sirdeshmukh et al., 2002). Studies put Shaatpishota underlying trust purchase a new client
organization is based on Atpishota about the reliability of the organization and representatives
(Trustworthiness), ie size where you can rely on the organization will be Bahcharotiou Weimlla
other obligations. Atpishota are also related Eatpishota about the will of the preparatory
organization (Benevolence) care for the benefit of customer satisfaction Oulerwhtho before
corporate interests, by modifying or extra services and products sufficient to meet the specific
needs of a particular customer (for example by building corners Hahatle public services or by
building spacious seats More passengers on the plane). Behaviors of this kind often called
extra-role behaviors and are an investment Idyusinkerteota by the organization of it that the
organization does not direct them produces a profit unless the relationship with the client is
saved. These behaviors provide evidence reliability that it takes such action as they transition
Elmahoiebota Hahoseita Umeotaatat in preventing the customer to keep the best interest, taking
responsibility from this exploitation, in other words - from the client cared about her.
In general, as the customer that much more information on behavior observations on the
organization's behavior as part of interactions with the organization, so it's easy to formulate a
more credible estimates of the company (Mayer et al., 1995; Jarvenpaa & Tractinsky, 1999; Doney &
Cannon, 1997; Sirdeshmukh et al., 2002). In that first meeting between the client and the
organization do not know him no information on previous behaviors of the organization and therefore
more difficult to formulate estimates of reliability (assuming that no customer information on the
reputation of the organization). The trust referred to in literature in this rudimentary
confidence, that is, trust that was created during the initial interaction between the client
organization. Researchers argue that the trust between the client and first-aid organization there
is a thing to continue contacts. In these cases, lacking information on previous behaviors of the
organization so Haatpishota the client about the reliability of the organization is primarily based
on clues from the experience of the service itself, such as physical environment of the shop /
offices of the company, employees conduct, statements and regulations of the organization of which
the client Harvesting conclusions about the organization's credibility and to the extent that Care
from the client (McKnight et al., 1998; Doney & Cannon, 1997; Sirdeshmukh et al., 2002; Jarvenpaa &
Tractinsky, 1999; Balasubramanian et al., 2003).
Studies examined the relationship between confidence in the behavior based on the theory of Ajzen
(1991) Theory of planned behavior. According to this theory, there is a connection between beliefs
/ Atpishota that person and behavior. According to Ajzen (1991), go out into practice a particular
behavior depending on the person intends to perform the behavior (motivation), if that conduct is
under its control and desire of a person who has the resources necessary to execute (capacity). The
intention to make a certain behavior depends on the beliefs and / Evatpishota that person about the
behavior. These include Atpishota Atpishota of control or beliefs related Hatanhaagotiat the
behavior itself.
According to this theory, perception of control include Behavioral assessment of anticipated
difficulties in conducting a successful behavior (as a person believe that they have many more
resources that believes there are fewer obstacles and difficulty, are expected to be higher than
Hanatpsat). Beliefs are behavioral beliefs toward an object or a specific topic related to the
behavior which is an assessment of the features of the object / subject. These beliefs are values
of ם ם positive or negative) attitude towards leading Gaiebosh behavior. Theory also considers)
human experience that have passed on making the behavior norms subjectivity including the perceived
social pressure to make Behavioral. Empiric studies that have been made have provided support
THEORY showed Scwanoat behavior predictor of behavior actually Ukshuroat faith of the person
(Ajzen, 1991; Ajzen & Driver, 1992; East, 1993; Notani, 1997).
Based on the theory of Ajzen (1991), researchers distinguish between the number of sub theoretical
concepts of the faith: 1. Beliefs / Atpishota about features the company related to trust (Trusting
beliefs) contain the reliability Hanatpsat 2. Intentions of confidence (Trusting intentions) are
intent of conduct that reflect the consent of the client to trust the organization, such as intent
to return the store or organization, intent to purchase the product / service being offered by the
organization Oukoona recommend an organization of acquaintances (Gefen et al., 2003; Grabner
-Krauter & Kaluscha, 2003). Trust behavior, Behavioral trust, defined by Mayer, Davis & Schoorman
(1995) to perform the actual behavior (actually making a purchase).
There is a close connection between the theoretical concepts: customer loyalty intentions trust
(Customer Loyalty). Customer loyalty is defined intention to carry out behaviors Smbtaota
motivation to keep the relationship with the organization over the long term, such as repeated
visits and shopping and recommendations on the organization (Sirdeshmukh et al., 2002). In the
business world in recent years highlight the central role of loyalty increase corporate profits:
Reichheld & Schefter (2000), argue that customers buy more loyal to lead the growth in customer
database as a result of recommendations, so raising the rate of customer conservation organization
will result in 5% increase in profit of 25% -- 95%. They argue that to win the trust customers have
to win first of all trust. Empiric research is that there is a positive contact between confidence
is positively related to reconciling, to return the store or ן .and decision-making Kenya
organization, as Kenya future, Lbissus long-term ties with the organization, a decline in Evcwanoat
Lanitauk connection with the organization and actually buy (Choo, 1964; Doney & Cannon, 1997;
Reichheld & Sasser, 1990; Fukuyama , 1995; Ganesan, 1994; Anserson & Weitz, 1989; Morgan & Hunt,
1994; Anonymous, 2004).