Ocena zaufania w relacjach business-to-business

• Autorzy: Marek Zieliński

Warianty tytułu

Trust Perception in Business-to-Business Relationships

• Języki publikacji: PL

Abstrakty

W artykule przedstawiona została problematyka percepcji zaufania w relacjach biznesowych przez stronę sprzedawcy. Zaufanie jest postrzegane jako kluczowy koncept charakteryzujący relacje biznesowe zarówno na poziomie interpersonalnym jak i organizacyjnym. Przeprowadzone wywiady pogłębione z doświadczonymi menedżerami z rynku business-to-business ukazały zróżnicowane spojrzenia na procesy wpływające na mechanizm i dynamikę zaufania uwarunkowane zadaniami w ramach budowania relacji. Różnice w ocenach pomiędzy przedstawicielami marketingu i sprzedaży w największym zakresie dotyczyły sposobu, w jaki kupcy oceniają zaufanie oraz sposobów budowania zaufania z drugą stroną. (abstrakt oryginalny)

EN

The article presents the problems of trust perception in business relationships from the distributors point of view. Trust is seen as a key concept characterizing business relationships at the interpersonal and organizational level. The conducted in-depth interviews with experienced managers from the business-to-business market have revealed a varied perspective on the processes influencing the mechanism and dynamics of trust. The differences depend on tasks within the framework of building relationships. The differences between representatives of marketing and sales to the largest extent concerned the way in which buyers estimate trust and ways to build trust with the other party. (original abstract)

Słowa kluczowe

PL

Relacje z klientami; Marketing relacji; Zaufanie; Rynek instytucjonalny; Wyniki badań

EN

Relationships with customers; Relationship marketing; Trust; Business to Business (B2B); Research results

• Czasopismo: Przegląd Organizacji
• Rocznik: 2017
• Numer: nr 9
• Strony: 27--33

Twórcy

autor

Marek Zieliński

• Uniwersytet Ekonomiczny w Poznaniu

Bibliografia

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Identyfikatory

DOI

10.33141/po.2017.09.04