| Issue |
SHS Web Conf.
Volume 115, 2021
Current Problems of the Corporate Sector 2021
|
|
|---|---|---|
| Article Number | 03019 | |
| Number of page(s) | 8 | |
| Section | Current Managerial Trends in the Corporate Sector | |
| DOI | https://doi.org/10.1051/shsconf/202111503019 | |
| Published online | 14 July 2021 | |
Theoretical Background to the Role of Trust in Marketing
1
Univerzita J. Selyeho, Fakulta ekonómie a informatiky, Katedra ekonomiky, Bratislavská cesta 3322, Komárno, 94501, Slovenská Republika
2
Univerzita J. Selyeho, Fakulta ekonómie a informatiky, Katedra manažmentu, Bratislavská cesta 3322, Komárno, 94501, Slovenská Republika
* Corresponding author: zsigmondt@ujs.sk
The aim of the study is to present the theoretical background of trust and to review its role in marketing among the disciplines mentioned in the article. After the methodological definition, the article provides the reader with a complex overview of the concept of trust in the national and international literature. The need for trust extends to business and market interactions throughout the supply and value chain, as they are interrelated in all areas of production and service. In addition, its existence also plays an important role in online commerce, the lack of which is understood by companies and intermediaries in the reduction of transaction costs and reputation. However, the question arises as to whether trust can be so easily delineated. Is the decision of whether or not to trust the other a simple question to be decided to which there is a clear answer?
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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