Report Môn B2B Marketing | Trường Đại học Quốc tế, Đại học Quốc gia Thành phố Hồ Chí Minh

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.