Trust in B-to-B: Toward a Dynamic and Integrative Approach

The concept of trust in B-to-B has evolved in many directions. This split has created a rich diversity of research development but has also hampered the construction of a coherent theory. The purpose of this article is to present a clear and critical synthesis based upon empirical work on this concept over the last twenty years. While explaining agreements on various definitions, models and measures of the concept, we highlight their main weaknesses. New opportunities to clarify the status of trust are also proposed.