Purpose: Building trust is crucial for e-service providers looking to develop long-term customer relationships. But consumers from dissimilar demographic groups behave differently. Therefore, this study investigates the question, How do consumers from different generational cohorts develop trust...

The concept of “trust” has gained considerable importance in the field of marketing during the last decades and is seen as a key mediator of customer relationship marketing. But upon a closer look at the literature, the construct “trust” is conceptualized and measured very differently....