The three dimensions of trust in marketing

“Three factors influence people’s willingness to depend on someone else …

1. perceived competence: a belief that your exchange partner is competent to deliver the kinds of things that they’ve promised to do

2. honesty: a belief that your exchange partner is going to tell the truth and keep their promises.

3. benevolence: a belief that your exchange partner will think about you at critical times … and they’re willing to think about your needs and wants … they’re maybe even willing to make sacrifices because they know that making you happy in the exchange is part of making a successful exchange.”

Professor Kent Grayson

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