DEFINITION AND NATURE OF TRUST IN BUSINESS RELATIONSHIPS

Abstract

The role of trust in business relationships is indisputable. Research on this phenomenon is related to different aspects. However, due to the complexity of the concepts and different theoretical backgrounds used in researches, it is difficult to capture the phenomenon of trust and its essence. Interest in the topic of trust in marketing and management is growing again. The growing number of studies and publications focusing on the role of trust in B2B marketing in leading scientific journals can be observed.
The paper is a theoretical in its nature and is based on a review of literature from the field of business relations. The aim of the article is to introduce the concept of trust, its dimensions and dynamics, together with an indication of the research challenges in those areas.