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An Examination of Trust and Commitment in the Ontario Lamb and Trout Supply Chain

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Title: An Examination of Trust and Commitment in the Ontario Lamb and Trout Supply Chain
Author: Nguyen, Dao
Department: Department of Marketing and Consumer Studies
Program: Marketing and Consumer Studies
Advisor: Simon, Somogyi
Abstract: Trust and commitment have been shown to play a crucial role in the success of business-to-business (B2B) relationship. However, little is known about how trust and commitment develop at the first stage of a B2B relationship; or why long-term commitment may erode trust between the parties involve. Four different trust-commitment development frameworks are identified with different starting points and different problems further down the development process. The study found three trust-building factors: consistency, willingness to collaborate and goal alignment. Payment issues, such as delay-in-payment, on the other hand is found to be a trust damaging factor. In regard to the erosion of trust in a long-term relationship, complacency, specifically product complacency has been identified as a potential cause. Future quantitative studies are needed to confirm the results of these findings.
Date: 2021-06
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