the interplay between business and personal trust on relationship performance in conditions of market turbulence

Extant research examining interpersonal trust in business-to-business (b2b) buyer–seller relationships focuses on its multidimensionality, mainly from a business perspective. our research captures an element of business relationships that is heretofore under-examined: the personal side of the relationship between the buyer and seller. we examine the interplay between both business and personal trust on performance in the relationship, namely analyzing customer relationship satisfaction and customer loyalty. we also test our model using perceived market turbulence as a moderating variable since turbulence in the marketplace could strain the relationship between the buyer and seller and affect the strength of the statistical relationships between business and personal trust on performance in the relationship.