Trust and direct marketing environments: A consumer perspective

The desire to establish long‐term customer relationships has led companies to consider normative as well as outcome related aspects of relationship development. Much of the research undertaken in this field has focused upon such activity in business‐to‐business markets. The current study sought to examine these issues, from the consumer perspective, in relation to approaches made by firms using direct marketing techniques, specifically direct mail. Empirical assessment was made of a sample of consumers in relation to their receptivity to product and service offerings from firms, and the effects of commitment, trust and privacy concerns upon this receptivity. In conclusion, some implications for marketing practice in developing customer relationships in direct marketing environments are discussed.