Dr. G. Shainesh, Associate Professor of Marketing and Chairperson of the Student Exchange Program at the Indian Institute of Management Bangalore will present his research to College of Business faculty on Friday, November 30.

The title of Professor Shainesh's talk is "Trust Building Process: People vs. Technology Intensive Service Interactions."

Trust is a key determinant of consumer relationship as it influences loyalty, which impacts business performance in competitive markets. Trust is built over time and is shaped by consumer’s interactions and experiences with the service provider. Employee behaviour and practices of service providers influence trust. Trust develops through trustworthiness which has distinct dimensions of expertise, benevolence and problem-solving orientation (Sirdeshmukh, Singh and Sabol, 2002). The relative importance of employees and management practices on trust building process will differ depending on the nature of service and the environment. Professor Shainesh's study adapts the model of Sirdeshmukh, Singh and Sabol (2002), to assess the impact of service environment on the trust building process. A cross sectional survey covered 450 banking customers. Findings indicate that the loyalty levels are high across banks. However, the relative influence of employees and management practices on consumer trust differs across banks depending on their service provisioning environments. Frontline employees play a decisive role in building trust in public sector banks while management practices and policies play the dominant role in private and foreign banks. Managerial and research implications of the study are discussed.

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