The Influence of Culture on Trust Judgments in Customer Relationship Development by Ethnic Minority Small Businesses

Levent Altinay; Mark Saunders; Catherine L. Wang

doi:10.1111/jsbm.12033

The Influence of Culture on Trust Judgments in Customer Relationship Development by Ethnic Minority Small Businesses

Levent Altinay, Mark Saunders, Catherine L. Wang

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Abstract

This article explores the influence of culture on trust judgments in customer relationship development by ethnic minority small businesses (EMSBs). Chao and Moon's (2005) ‘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 semi-structured interviews with 134 Turkish EMSBs in London (UK), our findings contribute to the understanding of how different cultural tiles influence 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.

Original language	English
Pages (from-to)	59-78
Number of pages	20
Journal	Journal of Small Business Management
Volume	52
Issue number	1
Early online date	20 Jun 2013
DOIs	https://doi.org/10.1111/jsbm.12033
Publication status	Published - Jan 2014

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10.1111/jsbm.12033

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http://onlinelibrary.wiley.com/doi/10.1111/jsbm.12033/abstract

Socio-cultural factors, ethnic minority entrepreneurial orientation and firm growth: A comparative study of Turkish and Chinese small firms in the UK
Wang, C. L.
Economic & Social Res Coun ESRC
1/09/07 → 31/08/08
Project: Research

Cite this

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The Influence of Culture on Trust Judgments in Customer Relationship Development by Ethnic Minority Small Businesses

Abstract

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Socio-cultural factors, ethnic minority entrepreneurial orientation and firm growth: A comparative study of Turkish and Chinese small firms in the UK

Cite this