In any relationship, trust plays an important role. Trust is defined as one party’s
belief in the reliability and integrity of an exchange partner (Amould et al., 2004) and
dependability (Brashear et al., 2003; Kumar, 1996). If there is no trust, it may be that
no long term relationship is possible. Kumar (1996) found that business partners
trusting each other will generate greater profits. Furthermore, developing trust can
reduce transaction costs, help firms adapt quickly to marketplace changes, and help
employees develop more creative solutions to meet consumers’ needs (Kumar, 1996).