Theoretical Background to the Role of Trust in Marketing

Abstract

The aim of the study is to present the theoretical background of trust and to review its role in marketing among the disciplines mentioned in the article. After the methodological definition, the article provides the reader with a complex overview of the concept of trust in the national and international literature. The need for trust extends to business and market interactions throughout the supply and value chain, as they are interrelated in all areas of production and service. In addition, its existence also plays an important role in online commerce, the lack of which is understood by companies and intermediaries in the reduction of transaction costs and reputation. However, the question arises as to whether trust can be so easily delineated. Is the decision of whether or not to trust the other a simple question to be decided to which there is a clear answer?