Relationship of trust and strategic management of the firm: a conceptual essay

Abstract

The concept of trust  is omnipresent in any type of transaction and, even, has been the center of interest of several disciplines, such as psychology, sociology, economics and management. Our research deals with the concept of trust in business to consumer (B to C) relationships. Thus, we see trust as an intangible resource for the company and that it contributes to its performance. Moreover, this is the thesis defended by the Resource Based-View (RBV) theory, which we also retain to explain the competitive advantage of the firm. According to the literature review process, we maintain that strategic management of the customer resource, through the development and maintenance of a relationship of trust between the company and its customers, constitutes an intangible asset inimitable by competitors and hence a source of sustainable competitive advantage for the firm. Thus, we have designed a conceptual model of the management of the relationship of trust capable of preventing a crisis of confidence, such as during the boycott of consumers of a company's product or brand.