The Influence of Culture on Trust Judgments in Customer Relationship Development by Ethnic Minority Small Businesses
研究了文化如何影响少数族裔小企业在客户关系发展中的信任判断，基于对伦敦134家土耳其小企业的访谈，提出了一个包含七项命题的理论框架。
This paper explores the influence of culture on trust judgments in customer relationship development by ethnic minority small businesses (EMSBs). Chao and Moon's “cultural mosaic” of overlapping “cultural tiles” is used to develop a generic conceptual model regarding the relationships between multiple cultural identities, trust, and customer relationship development. Drawing on qualitative data from semistructured interviews with 134 Turkish EMSBs in London (United Kingdom), our findings contribute to the understanding of how different cultural tiles influence the dimensions of trust judgments in relationship development between EMSBs and different customer groups. Seven propositions and a theoretical framework regarding these relationships are offered for future research.