A Business to Business Model of Trust
In this whitepaper, Dr Mark Hollyoake together with Dr Melanie Ashleigh and Professor Malcolm Higgs, review and examine inter-organisation, inter-team and interpersonal multi level analysis of trust.
Abstract
Trust has been the subject of extensive research over the last fifty years, yet the concept has routinely misconstrued and misapplied across different contexts. This lack of clarity has impeded a clear understanding of how trust is developed and applied in B2B, which in turn has proved an obstacle to developing a dynamic model of trust.
This paper explores the extant research, proposes a new and more holistic definition, adopting a multi-level analysis approach between dyads. The research design is focussed on an inter-organisation, inter-team and interpersonal multi-level analysis approach between dyads developed through qualitative grounded theory methodology, using critical incident analysis.
Through investigating the importance of commitment in developing trust in B2B organisational relationships, it concludes that B2B relationships are strategically driven from an organisational level through the relational intent and the establishment of mutual relational benefits. Furthermore, that cognitive and affective dissonance occur when relational intentions fail to meet expectations, engagement and experience that both sides had intentionally set out.
It draws on the analysis to develop a business-to-business trust DNA ™model which builds on current research by creating a framework for intention-ability-credibility-interdependence-mutual value outcomes– time that works across all organisational levels and between dyads.
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He is an expert in B2B Customer Experience and Customer Management. This includes CM strategy development; execution of improvement plans (incl. organisational modelling for customer management); programme design; and partnership & alliance development.
Mark's applied work across FMCG, industrials, medical devices, financial services, business services and construction has led to organisations making, significant improvements to their customer management. A large focus of this work has been moving organisations up the Trust Ladder to enable them to benefit from reduced cost to serve, while continuing to innovate and deliver mutual value.
Mark is a Fellow of the Chartered Institute of Marketing and Member of the Institute of Sales and Marketing Management. He holds an MBA in strategy from Henley Business School.
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