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Building trustworthiness is essential for suppliers of professional business services, as these services are not only intangible, but often, high on credence characteristics, which makes them difficult to evaluate before and even after purchase. This paper examines some antecedents and consequences of trustworthiness in the relatively under-researched field of professional business services marketing. The study identifies key constructs relevant to the research perspective and uses them to build a theoretical model, which is then tested using survey data and structural equation modelling. The results provide empirical evidence of the central role supplier’s trustworthiness plays in exchange of credence services and confirm the hypothesised relationships among the constructs.

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Conference Paper

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