Trust or satisfaction in a relational approach. The case of financial institutions and high-tech firms

Recent research has highlighted the importance of trust in building and maintaining business relationships. This research addresses these findings and utilizes Macneil’s norm theory to develop a model illu strating the mediating role of trust in buyer-seller relationships and compare it to the role of satisfaction. The study focuses on the commercial banking sector, where a climate of trust is essential for developing and maintaining business relationships. Data were collected in a dyadic mode from bank account managers and their clients in high-tech firms. The findings suggest that while both satisfaction and trust have a role to play in the financial institution’s strategy, managers underestimate the importance of trust and often have incorrect perceptions of how they are rated by clients. Managerial implications of the findings are considered along with the study’s limitations.