Trust-Building in International Service Relationships

Abstract

Trust is a foundational element in international service relationships, where interactions are characterized by intangibility, simultaneity of production and consumption, cultural diversity, and geographic distance. In cross-border service exchanges, the absence of physical products heightens perceived risk, making trust a critical determinant of relationship initiation, continuity, and long-term value creation. This research article examines the theoretical foundations, dimensions, antecedents, and outcomes of trust-building in international service relationships. Drawing on relationship marketing theory, social exchange theory, and institutional perspectives, the paper proposes an integrative framework that explains how trust is developed and sustained across national and cultural boundaries. The study synthesizes prior empirical findings, highlights managerial implications for global service firms, and identifies future research directions. The paper contributes to international marketing and service management literature by offering a comprehensive, multi-level understanding of trust in global service contexts.