Роль доверия в бизнес-отношениях сектора финансовых услуг
Тайлер К.

Аннотация

Темой статьи является роль доверия на корпоративном рынке финансовых услуг. Авторы анализируют 147 интервью с представителями банков и их клиентами. Статья помогает понять, насколько важно доверие в бизнес-отношениях и как оно проявляется у партнеров.

Содержание

Введение;
Обзор литературы;
Определения доверия;
Типология доверия;
Рациональное и эмоциональное доверие;
Сила, зависимость и доверие;
Проблема окружения;
Доверие на рынке финансовых услуг;
Методология;
Результаты;
Представители банков;
Клиенты — крупные компании;
Малые и средние компании;
Выводы;
Восприятие доверия;
Выводы для руководителей;

Отрасли:
Ключевые слова: финансовые услуги, доверие, банковское дело, маркетинг корпоративного рынка
Журнал: «Маркетинг и финансы» — №1, 2012 (© Издательский дом Гребенников)
Объем в страницах: 17.
Кол-во знаков: около 49,346.

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Тайлер Кэтрин

Старший преподаватель маркетинга в Университете Вестминстера, директор Вестминстерского центра исследования сферы услуг, член Академии высшего образования, Королевского общества искусств, Американской маркетинговой ассоциации, специальной группы по интересам «Услуги», Академии маркетинга и Европейской маркетинговой академии.

г. Лондон, Великобритания