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  lOMoAR cPSD| 59085392    
INTERNATIONAL UNIVERSITY - VNU 
BUSINESS ADMINISTRATION DEPARTMENT       GROUP REPORT 
B2B MARKETING  - SEMESTER 2 (2022 - 2023) 
Lecturer: Dr. Le Tran Phuoc Mai Hoang 
Topic:  An Examination Of The Nature Of Trust In Buyer - Seller Relationship     
Group 6  - Member list  Name  Student ID   Responsibility  Contribution  Lâm Tuấn Đôn  BABAIU20543  Content, Presenter  % 100  Đoàn Nguyễn Phương Linh  BABAIU20066  Content, Presenter  100 %  Nguyễn Phan Thái Bình  BABAIU20378  Content, PPT, Report  % 100  Trương Ngọc An Chiêu  BABAIU19145  Content, Presenter  100 %  Lâm Ngọc Phương Anh  BABAIU19124  Content  % 100  Nguyễn Vũ Vân Anh  BABAIU19006  Content  100 %  Nguyễn Phúc Minh Nhật  BABAIU20105  Content  % 100  Phan Vĩnh Nghi  BABAIU20091  Content  100 %                Ho Chi Minh, Viet Nam   April 12th, 2023           lOMoAR cPSD| 59085392
I. Research purposes/questions:  
Why do we have to conduct this research?  
This study aims to address the significance of confidence in buyer-seller relationships and to 
better understand how trust develops in these relationships. The results of this study can help 
companies create successful trust-building and trust-maintenance strategies, which can lead to 
increased client loyalty and revenue. 
What is the difference of this research from others?  
This study focuses on the multidimensional character of confidence and how it includes both 
cognitive and affective components. This research goes beyond previous studies that have 
mainly focused on the role of reputation and past experience in trust formation. 
What are the contributions and significance of this research?  
The study's results have significant consequences for businesses seeking to establish 
confidence with their customers, as well as researchers interested in the nature of trust in buyer- seller interactions. 
II. Theoretical background/ foundation:  
- Calculatative: Trustor calculates the costs and/or rewards of a target acting in an  untrustworthy manner 
- Prediction: Trustor develops confidence that target’s behavior can be predicted 
- Capability: Trustor assesses the target’s ability to fulfill its promises 
- Intentionality: trustor evaluates the target’s motivations. III. Conceptual model   What are they? 
What are the independents/ dependent variables? 
Dependent variables: anticipated future interaction.      lOMoAR cPSD| 59085392
Independent variables are the remaining 
variables except supplier firm trust, 
salesperson trust and purchase choice 
because they are mediating variables 
which affect the final variable - 
anticipated future interaction. 
Direction of the relationships in the hypotheses?  
Independent variables affect the mediating variables (Supplier firm trust, salesperson trust and 
purchase choice) and then these variables affect the dependent variable (Anticipated future  interaction).  V. Research Method  
What are the research methods?  
This study employed a quantitative method with Three-wave mailing approach, which collects 
data via online survey through email invitation. 
Why did the author(s) use this method but not the other?  
First off, the sample frame only includes 678 National Association of Purchasing Management 
members, making it quite evident that the author will need to work hard to extract the most 
fully filled surveys from that frame. And since more than half (55%) of the completed surveys 
were returned in response to the last mailing, it is safe to infer that this strategy was chosen 
because it increases response rates. 
Another point worth considering is that by comparing data from early and late respondents, 
this method identified that nonresponse bias was not a serious problem and that there were no 
statistically significant differences between early and late respondents. 
What are the advantages/ disadvantages of this method?       lOMoAR cPSD| 59085392
The Three-wave mailing approach collects information, statements and data of respondents in 
one database enabling the researchers to gather all answers at a time. Moreover, all answers 
are easily reviewed to change or to replace when moving to another part of the survey. 
Meanwhile, sending reminder emails by The Three-wave approach to participants who have 
already been invited to the second portion of the questionnaire but have not yet responded is 
somewhat complicated. If a participant wants to skip a wave or join later, it could be 
challenging in surveys with more than two waves. Additional filters are required in this  situation. 
VI. What can we learn from the results? In practice? In theory?  
In theory, the five trust-building process framework provides a new theoretical insight on how 
trust is formed. Second, the research indicates the differences in developing trust for 
salespeople and employers. Third, this study offers deeper insights into establishing and 
nurturing trustworthy business relationships. Finally, the research suggests that the selling 
context could moderate the development and influence of trust. In practice, suppliers should 
prioritize managing customers' perceptions and highlight customer satisfaction. For managers, 
it is advisable to incorporate the trust-building processes into their salespeople training  program. 
VII. Do the results support the hypothesis?  
The results support the hypothesis that supplier size and willingness to customize positively 
impact buying firm trust, and that the trust of the supplier's salesperson has a positive effect on 
the trust of the selling firm. Additionally, a salesperson's expertise, likability, and similarity to 
members of the buying firm, as well as frequency of business contact with the salesperson, 
positively influence the buying firm's trust of the salesperson. The buying firm's trust of the 
supplier firm also has a positive effect on its trust of the salesperson, and selected suppliers and 
their salespeople are more trusted than those not chosen.