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Trust, Communication And The Modes Of Existence Essay

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Trust, Communication and the Modes of Existence Trust is had by Agariya and Singh (2011) as the variable most used in research to explain the construction of the buyer-seller relationship, basis of relationship marketing. Authors show that trust is fully perceived by the consumer when there is a perfect alignment of competence and goodwill (benevolence) by the representative of the organization, like a employee (Crosby et al., 1990; Ganesan, 1994; Morgan and Hunt, 1994; Doney and Canon, 1997). That 's where one notices a significant difference from what is debated by Latour (1994, 2012, 2013) in much of his work (and in the actor-network theory): one should always take into account the non-human actors. It is possible to establish trust relationships in non-human actors, just like the human actors? For Latour (1994), no doubt! For the author, the trust in non-human actors still seems to be greater, because is deposited in them much of modern individuals daily tasks (even more if we treat the Beings of Technology, [TEC]). In fact, there is much respect toward non-humans by the modern individuals, that this search treat it as a black box ([DC]), which is ‘open’ only when there is a fault in its operation. So, there is trust in the absolute competence of actors. So, not only the subject (frontline employees, vendors, and others), permeated by [NET] mode, would be important to develop good relationships with consumers. Non-human actants need to be taken into consideration. In

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