Purpose – This paper seeks to explore drivers and consequences of customer trust in the salesperson in the financial services industry. Its theoretical foundations are based on literature on customers' interpersonal relationships with salespeople and front‐line employees, as well as on...

Purpose This paper aims to examine the impact of customer perceptions about a salesperson’s combined use of adaptive selling (AS) and selling orientation (SO) on customer trust in the salesperson. Based on insights from attribution theory, the contingency model of salespeople’ effectiveness,...