Trust in Relationship Marketing
The importance of trust in relationship marketing arrangements has been noted by many authors suggesting that the successful management of e-learners requires trust and new forms of supervision. It means trusting and empowering the learner to complete the work when and where it suits them best. However, there has been very little discussion regarding the nature and condition of trust in e-learn. This paper examines the nature of trust from a number of theoretical bases, including economics, sociology, philosophy, and psychology, with reference to relationship marketing relationship between a tutor and e-learner within relationship marketing organisations. It is concerned with the nature and conditions of trust rather than an examination of the importance of trust or how trust can be created. As well as examining the bases of trust the paper also examines different levels of trust that can support a relationship marketing relationship. Drawing a distinction between individual and organisational levels of trust and between the conscious and unconscious states of trust, it concludes with a conceptual model. The model provides a framework to explain some of the anomalies and confusion in the debate regarding the nature of trust in relationship marketing arrangements and illustrates both the level of trust and the condition of trust that can exist in a relationship marketing relationship.
Keywords- Relationship marketing, , Trust