Breach of trust and repair: the impact of salespersons words and actions on buyer trust

Purpose Building on prior trust repair research, this study aims to develop a more robust theoretical framework that describes trust repair strategies used by salespeople following a breach of trust. Design/methodology/approach To achieve the aim of this paper, individual depth interviews with 18 professional salespeople, 4 sales executives and 7 purchasing agents were undertaken. Findings This paper examines the value of using trust repair...