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1. 1. Negative Effects on Trust in B2B Relationships

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Annie Lönnberg; Elma Macanovic; Izabelle Pettersson; [2016]
   Keywords : Relationship marketing; B2B marketing; B2B relationships; Trust;

   Abstract : Background: The concept of relationship marketing is a continuously growing research area in the field of academic research. A topic being widely discussed is which factors builds trust and the importance of having trust in business-to-business (B2B) relationships. READ MORE