“…Others have conceptualised that trust exists when one party has Customersalesperson relationship confidence in an exchange partner's reliability and integrity (Arnott, 2007;Morgan and Hunt, 1994). The importance of trust in retailing overall has not received much attention, although a few studies have reported a significant role of trust in the retail context in company-customer relationships (Ganesan, 1994;Guenzi et al, 2009;Too et al, 2001), in salesperson-customer relationships (Ball et al, 2004;Albaum, 2000, 2003;Macintosh and Lockshin, 1997;Ranaweera and Prabhu, 2003), and in online retailers (Nassir et al, 2008).…”