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Gold Award Winner 2006
Up one level"Student Award"- winning paper of the Year 2006. The winner is Mr. Pavlos Vlachos, M.B.A., Phd candidate, Eltrun the E-Business Center, Athens University for his academic work: Linear and Non-Linear Effects of Trust Determinants in the Grocery Retailing Industry
Trust has received a great deal of attention in the social sciences literature (Singh and Sirdeshmukh 2000). In the marketing discipline trust has been given special attention in the relationship marketing literature (e.g. Dwyer; Schurr and Oh 1987).Gundlach and Murphy (1993 p.41), identify trust as “...the variable most universally accepted as a basis for any human interaction or exchange”. In the same vein Berry (1995) reflecting on the growing interest on relationship marketing of services, suggests trust as marketing tool and identifies it as a central relationship building block.
