The role of trust in the marketing activities of entrepreneurs establishing new ventures

Article Abstract:

Trust plays a significant, and varied, role in the entrepreneurial activity of establishing a new venture. Elements which form part of the trusting relationship include a vision shared between the entrepreneur and distributors or consumers. Entrepreneurs may also seek to gain trust by associating their brand with existing trusted brands, or they may use their own enthusiasm to attract trust. Enthusiasm is an important concept in this context as it has two separate roles. Customers may also be willing to forgive as one of their parts in the trusting relationship.

Psychological aspects, Usage, Influence, Entrepreneurship, Trust (Psychology), Enthusiasm

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Implementing and measuring the effectiveness of internal marketing

Article Abstract:

Internal marketing is an essential part of market orientation but its potential benefits have been neglected. A new study focuses on the necessary components of an internal marketing programme and produces a new model of internal marketing. The effect of applying the model to service quality is investigated. It is found that both internal and external service quality are improved when the model is applied to a medium-sized UK services company.

Models, Marketing, Marketing management, Customer service

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