Trust of Potential Buyers in New Entrepreneurial Ventures An Analysis of Trust Drivers, the Relevance for Purchase Intentions, and the Moderating Effect of Product or Service Qualities

The concept of customer loyalty has come to play an important role in established businesses. It is a well-known fact that a higher level of customer loyalty leads to greater company success. As a result, instruments of Relationship Marketing and the role played by trust and the creation of trust are becoming increasingly important. This is also the case with young enterprises: Brinkmann, for example, has ascertained that customer loyalty can contribute to success even in the early stages of company development. However, the role played by trust in this process until now appears to have been insufficiently researched. There is agreement on principle that trust is also important for New Entrepreneurial Ventures. There is, however, a lack of clarity with regard to a suitable concept of trust so that Welter und Smallbone (2006) declare a “need for greater conceptual clarity with respect to the various forms of trust and the interrelationships between them”. A series of studies is in fact already available in which theoretical models of trust are discussed; however, the scientific discussion has hitherto particularly lacked a broad empirical validation of the models considered. It would therefore be interesting to recognise which individual factors empirically influence a trust or trust development model in order to derive specific information for the companies involved in different industries or business phases. This is exactly where this dissertation by Gunnar Wiedenfels starts off.