Explaining buyers' responses to sellers' violation of trust

Purpose – This study seeks to explain a buyer's response to a seller's violation of trust. Four negative responses (decline in trust, negative emotions, negative word‐of‐mouth (WOM) and reduction in repurchase intentions) and four explanatory variables (magnitude of violation, integrity versus capability‐based cause of failure, perceived likelihood of repeated violations and stage of trust prior to the violation) were identified. The study develops and tests hypotheses regarding the possible influence of the explanatory variables on each of the four negative responses.Design/methodology/approach – An experiment was conducted in which business professionals were given one of 16 scenarios, varied by levels of the four explanatory variables, describing a violation of trust in a business‐to‐business service situation. Respondents were asked questions regarding their probable response. Four‐way ANCOVA was used to analyze the results.Findings – The study finds that stage of trust and perceived likelihood of rep...