Houjeir, Roudaina; Brennan, Ross - In: International Journal of Bank Marketing 35 (2017) 3, pp. 495-515
Purpose The purpose of this paper is to explore the significance of culture generally, and Arab culture in particular, for the development of trust in business-to-business (B2B) banking relationships. Design/methodology/approach Qualitative fieldwork was employed, gathering in-depth interview...