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Business Trust and Communication as Predictors of Business Growth
STAVROS KALOGIANNIDIS
Department of Business Administration,
University of Western Macedonia,
GREECE
ORCiD: https://orcid.org/0000-0002-2337-5775
Abstract: Increased globalization and competition in most industries has greatly changed the execution of different
duties and responsibilities most especially the flow of communication in businesses. This has further affected the
level of trust in most businesses most especially among the employees and between the business and customers.
The main objective of the study was to investigate the effect if business communication and business trust on
business growth. Data was collected using an online survey questionnaire from 100 employees of Intrasoft
International in Greece. Data collected was analyzed using SPSS and Pearson’s rank correlation coefficient was
based on to establish the relationship between variables. The level top which the independent variables predict the
dependent variables was established using regression analysis. The study established a positive relationship
between business communication and business. A significant and positive relationship was also confirmed between
business trust and business growth.
Key-words: - Business communication, Business Trust, Business Growth
Received: March 15, 2021. Revised: November 8, 2021. Accepted: November 18, 2021. Published: December 2, 2021.
1 Background to the Study
Business communication can be defined as a process
where both employers and employees of a business
organization share information not only among
themselves but also outside the business environment
(Kalogiannidis, 2020). Communication is a critical
aspect in business as important information
pertaining the business organization is passed from
the employers to the employees.it is through
communication that managers assign tasks to the
employees. It is also through communication that the
employees channel their complaints to the
management. Customers can also know any changes
within the business through communication.
Therefore, effective communication is an important
factor as far as business growth is
concerned(Kalogiannidis & Papaevangelou, 2020).
Many businesses have failed to achieve the set goals
and objectives simply because of these two
aspects(Godlovitch et al., 2013). There are no proper
measures put in place in order to enhance effective
communication both within and without the business.
Furthermore, trust issues have also recently emerged
hence posing greater risks to business owners. Yung
(2018) indicates that effective communication
ensures that information is passed from one party to
the other as within the shortest time possible.
Kalogiannidis (2020) indicates that lack of effective
communication can lead to business failure. For
instance, it is through communication that the
manager tasks the employees. If there is no effective
communication, employees might not complete the
required tasks in due time. This may lead to loss of
customers who shall be kept waiting for services
being offered by the business(Zeffane et al., 2011).
The business also needs effective communication
with its customers. This is because customers are the
sole providers for any business hence should be
promptly informed on any changes pertaining terms
of services of the business or any other customer
related issue(Takemura & Sulimowska-formowicz,
2019). This helps to increase trust and loyalty
towards the services offered by the company thereby
lading to business growth(Mohd, 2012).
1.1 Problem Statement
Increased globalization and competition in most
industries has greatly changed the execution of
different duties and responsibilities. Most businesses
are failing to achieve higher productivity or
profitability due to the challenges caused by
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globalization (Kalogiannidis & Papaevangelou,
2020). For example the channels of communication
used in businesses have greatly changed in the
modern world and this has consequently affected the
level of trust earned from customers and between
employees and their employers (Takemura &
Sulimowska-formowicz, 2019). The main objective
of any business is to earn income which is the profit
by providing goods and services to customers who
receive them in exchange of money. Profit can only
be realized if the trustee is loyal to the beneficiaries.
For instance, in a scenario where the trustee is not
loyal, issues relating to fraud and theft will emerge. If
such happens then the business owners is bound to
suffer loses and thus the business may fail(Yung,
2018). There is study limited research on the
combined effect of business trust and communication
on the growth of businesses. Therefore, this study
sought to investigate the effect of business
communication and business trust on business
growth.
Objectives of the study
I. To explore the relationship between effective
business communication and business
growth.
II. To establish the relationship between
business trust and business growth.
Research hypotheses
I. There is a significant relationship between
effective business communication and
business growth.
II. There is a significant relationship between
business trust and business growth.
1.2 Significance
This study contributes to the existing theoretical and
empirical knowledge concerning the general effect of
business trust and business communication on the
growth of business.
2 Literature Review
This section reviews the theoretical and empirical
perspectives of the study
2.1 Theoretical Review
Most communication scholars have continued to
communicate and, as a result, incorporate business
communication at various levels of study, ranging
from micro to macro organizational levels (Mouzas
et al., 2007; Prochaska & Velicer, 1997). The social
cognitive theory of Albert Bandura (1999) and the
transtheoretical model of Prochaska & Velicer (1997)
argue that an individual's general behavior is often
shaped by the viewpoints of the larger society and
social environment. As a consequence, initiatives
aimed at maintaining efficient communication in the
workplace should always involve any measures that
affect positive improvements in the broader
organizational environment.
Similarly, most persuasion research has centered on
how individual-level contact affects a person's
overall actions. Most researchers have attempted to
explain why most organizations continue to change,
particularly as they are currently developed and
transformed by various interactions among various
groups and systems(Godlovitch et al., 2013; Waylen,
2017). In most cases, the most critical experiences
that contribute to meaningful organizational change
take place among members of the organization.
The majority of the early research focused on
employee behavior changes as a result of inadequate
communication in the workplace. Most of these
studies showed that a number of factors influenced
behavioral change, including the reliability of the
evidence or knowledge source, anxiety, the essence
of claims, and personality differences, among
others(Kalogiannidis & Papaevangelou, 2020;
Prochaska & Velicer, 1997). Most business studies
have stressed cognitive analysis of data or knowledge
that contributes to persuasion since the 1960s(Yung,
2018). Recent studies, on the other hand, have
revealed that business trust and controlled
communication is a critical and strategic tool for
businesses to achieve their desired profitability and
performance development (Mohd Yusuf, 2012;
Takemura & Sulimowska-formowicz, 2019).
2.2 Empirical Review
2.2.1 Effective Communication in a Business
Organization
Effective communication can be achieved by
avoiding use of expensive methods of
communication such as email (Sinha, 2012). This is
because information can only be accessed when one
has a proper internet connection which is not
affordable to everyone. Therefore, information
should be passed orally when for affordability
purpose. In addition to that, oral conversation is
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efficient as one can ask a question where he or she
does not understand and the instructor can respond to
it as quick as possible. In this case, while giving tasks
to employees, the manager should ensure he or she
uses oral communication(Godlovitch et al., 2013).
Another way is to avoid use of abusive language
while communicating. For proper understanding
between parties, a good and polite language must be
used. It is therefore important for the manager to
handle employees with respect when giving out tasks
to be completed. This ensures that the business
achieves its set goals and objectives. According to
Waylen (2017), simple and clear language should be
used for easier understanding. This helps to prevent
confusion as everyone will interpret information in a
correct manner. Customers are also be able to
understand any changes pertaining goods and
services clearly and easily. Moreover, to enhance
effective communication, the message should also be
accompanied by various non-verbal aspects such as
gestures in order to make the receiver understand
more. This can be applied when the supervisor is
giving out instructions to the employees(Radomska
et al., 2019).
2.2.2 Importance of Effective Communication in a
Business
Several research carried out by scholars suggest that
effective communication is key as far as business
growth is concerned. According to (McLean, 2013),
effective communication is important enables
employees to be well informed and motivated about
tasks to be done which are normally assigned by
managers or supervisors. In addition to that, the
managers can not only clearly demonstrate to
employees how tasks are supposed to be done but
also help them improve their performance. This
enhances productivity both in terms of quantity and
quality and enables the company to improve on its
sales thus maximizing profit. Communication is also
applicable in the decision making
process(Kalogiannidis, 2020). Here, people exchange
ideas hence analyzing various alternatives in order to
come up with a rational informed solution. This
means that it is only through effective
communication that an organization can come up
with an informed decision concerning the business.
Decision making provides a platform for
consultations and consensus. Informed decisions are
important as they eventually make the business grow.
Problems faced by the business are normally solved
through the decision making criteria(Godlovitch et
al., 2013). Furthermore, effective communication
enhances team work within the organization. If
everyone within the organization is well informed,
there shall be team work and togetherness as all
employees shall be committed to work towards a
common goal(Godlovitch et al., 2013). Team work
eventually leads to success as employees would help
each other improve his or her skills. This enhances
productivity and by doing so the business achieves
strategic growth. Effective communication assists in
the controlling process. The management is able to
control the behavior of other organizational
members. In any business organization, there are
fundamental principles normally set aside by the
management used to guide and control everyone’s
behavior. Through effective communication, all
members in the organization understand and strictly
abide by the rules(Hakanen et al., 2016).
2.2.3 Business Trust as Growth Predictors
Most researchers have found out that trust is a core
value in a business. There should be trust between
the business and its customers, suppliers and vendors.
This trust is what binds the parties
together(Kalogiannidis, 2020). Trust gives a chance
for every party to play its role as required. If there is
trust between the business and its suppliers, the
suppliers would be comfortable in delivering
inventory as they have an assurance of getting paid.
However, if the business is not honest with their
suppliers, the suppliers may run away from risks that
may occur due to lack of payment by the business.
The business will therefore lose their suppliers and in
the longrun productivity will be affected. The
business will not achieve its set goals(Mouzas et al.,
2007).
The same concept applies to customers who are the
sole providers of the business. Trust must exist
between these two parties for efficient running of the
business. Incase there is no trust, customers will not
buy the products thus the business may end up
receiving loses(Zeffane et al., 2011). On the other
hand, if trust exists then customers will be
comfortable buying goods or services being provided
by the business in exchange of their money(Mohd
Yusuf, 2012). In addition to that, it is because of trust
that a business can acquire financial assistance from
financial institutions. It is also because of trust that a
business can acquire inventory inform of credit. In
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conclusion, it is evident that trust must be there for a
business to run and achieve its goals(Yung, 2018).
2.2.4 External and Internal Communication
Effective communication involves both external and
internal communication. External communication is
that which information is transferred from the
organization to an external party. For instance, a
business can convey information to its customers and
suppliers. This type of information should also be
effective in order for the business to grow and
achieve its set goals and objectives(Hakanen et al.,
2016). Internal communication is that which
information is shared within the organization. For
example, the manager can assign tasks and give out
specific instructions to the employees, the manager
can also inform shareholders on how the business is
going on and many more. Internal communication
also influences the growth of a business because it
enhances coordination and unity in carrying out
activities. By doing so, the business can achieve its
goals and objectives(Kalogiannidis &
Papaevangelou, 2020). Communication can be
summarized in the following steps.
Fig. 1: Flow of communication in a company
2.2.5 Business Growth
Scholars define business growth as a situation where
a business experiences an increase in its revenue in
terms of profitability and on the other hand
decreasing its operational costs. In addition to that,
growth also refers to the general expansion of a
business enterprise in terms of assets, human
resource, quantity of goods produced and market
coverage. However, business trust is a set up where
the properties and assets of a business organization
are channeled and entrusted to a specific trustee
whose role is to manage all operations for
beneficiaries’ profit. This means that the trustee does
not work for his own profit but for the profit of the
beneficiaries who are the real owners or investors of
the business. There should therefore be
trustworthiness between the beneficiaries and the
trustee for the purpose of credibility and
loyalty(Mohd Yusuf, 2012).
3 Methodology
This section describes the different methods and tool
used in the study
3.1 Research Design
The research adopted a descriptive survey design
which enables exploration and analysis of the
relationship that exists between business
communication, business trust and general growth of
a business.
3.2 Sample Size
Participants of the survey were 100 employees of a
personal computers and desk tops manufacturing
company known as Intrasoft International in Greece,
which is an ever growing company in terms of profit,
market coverage and the number of employees. This
company was chosen in order to find out the
relationship between growth and communications
and business trust.
3.3 Sampling Technique
Probability sampling technique was employed
throughout the study whereby simple random
sampling was used as a method of participant
selection.
SOURCE
MESSAGE
DESTINATION
FEEDBACK
ENCORDER
INFORMATION
DECORDER
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3.4 Data Collection
Data collection was conducted through online survey
questionnaire from the selected participants by
observing different ethical requirements such as
obtaining informed consent from the study
participants. The questions contained on the
questionnaire focused on establishing the opinions of
respondents concerning the level to which business
trust and communication have influenced growth in
their company. A Likert scale of 1-5 representing;
Strongly disagree (1), disagree (2), Undecided (3),
agree (4), and strongly agree (5), was based on to
measure the dependent and independent variables.
3.5 Data Analysis
Data collected was carefully codded and
consequently analyzed using SPSS. Results were
presented in form of tables and graphs and
consequently interpreted based on frequencies and
percentages. Correlation analysis was considered to
establish the relationship between the study variables.
Regression analysis was also conducted to establish
the level to which the dependent variable is
predicated by the different independent variables
(business communication and business trust). The
model that was used in regression analysis is
presented below;
Where;
Y= Business growth
β0= constant (coefficient of intercept);
= Business communication,
= Business trust
= Represents the error term in the multiple
regression model
β1…β3= Represents the regression coefficient of the
two independent variables which helped to determine
the level of influence that the independent variables
on the dependent variable.
4 Results
This section presents the different results obtained
after data analysis and these helped in meeting the
different objectives of the study.
4.1 Demographic Characteristics
Of the 100 employees of the computer company,
56% were male and only 44% were female as
presented in Figure 2.
Fig. 2: Percentage distribution of respondents by gender
Source: Survey (2021)
In terms of respondent age distribution, the study
found out that the highest proportion of respondents
(46.7%) were in the category of 21-40 years and
those in the category of less than 20 years (8.9%) as
presented in figure 3.
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Fig. 3: Age bracket of the respondents
Source: Survey (2021)
Respondents were also asked about the number of
years they had spent working in the computer
company and more than half of the respondents
(57.4%) had spent 2-5 years, 24.6% had spent 5 years
and above, 11.1% had spent 1-2 years, while the
least number of respondents (6.9%) were less than
one year as employees of the company.
Fig. 4: Years sent working with the company
Source: Survey (2021)
Majority of the respondents (95%) also indicated that
there been any improvement in terms of
communication and trust in the business and only 5%
were not in agreement with this notion as presented
in figure 5
Fig. 5: Improvement in terms of communication and trust in the business
Source: Survey (2021)
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4.2 Descriptive Statistics on Effective Business
Communication
Table 1. Showing descriptive statistics on effective business communication
Statement
1
2
3
4
5
Horizontal communication influences proper
decision making in a business
Frequency
6
8
11
44
21
%
6.7
8.9
12.2
48.9
23.3
Business negotiations are successful through
proper communication with clients
Frequency
9
13
10
41
17
%
10.0
14.4
11.1
45.6
18.9
Communication enhances customer relationship
management
Frequency
5
11
7
36
31
%
5.6
12.2
7.8
40.0
34.4
Downward communication boosts relationship
between employers and the staff
Frequency
8
6
11
44
21
%
8.9
6.7
12.2
48.9
23.3
Managerial efficiency is possible through
effective communication
Frequency
18
30
11
22
9
%
20.0
33.3
12.2
24.4
10.0
Source: Survey (2021)
Results from table 1 show that majority of
respondents (48.9%) agreed that horizontal
communication influences proper decision making in
a business and only 8.9% disagreed. Concerning
whether business negotiations are successful through
proper communication with clients, majority of the
participants (45.6%) agreed while only 10.0%
strongly disagreed. This was an indication that
effective or proper communication flow encourages
successful negotiations in businesses. In regard to
whether communication enhances customer
relationship management, majority of respondents
(40%) agreed while only 5.6% strongly disagreed.
With respect to whether downward communication
boosts relationship between employers and the staff,
majority of the respondents (48.9%) and only 6.7%
disagreed. The result confirms the fact that
communication from the top management to the
lower level employees influences higher productivity
which translates unto higher profitability and
business growth on the longrun. Regarding whether
managerial efficiency is possible through effective
communication, a slight higher number of
respondents (33.3%) disagreed while only 24.4%
agreed.
4.3 Descriptive Statistics on Business Trust
Table 2. Showing descriptive statistics on business trust
Statement
1
2
3
4
5
Trust in business is a great brand asset
Frequency
14
10
12
36
18
%
15.5
11.1
13.3
40.0
20.0
Business trust facilitates improved customer loyalty
Frequency
7
18
9
36
20
%
7.8
20.0
10.0
40.0
22.2
Trust builds cordial relations between the business and
customers
Frequency
16
10
12
34
18
%
17.8
11.1
13.3
37.8
20.0
Trust enables leaders or managers to stay committed
to their decisions
Frequency
10
4
13
47
16
%
11.1
4.4
14.4
52.2
17.7
Employee morale and productivity increase with
higher trust in an organization
Frequency
6
18
11
31
24
%
6.7
20.0
12.2
34.4
26.7
Source: Survey (2021)
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Results in table 2 show that majority of the
respondents (40%) agreed that trust in business is a
great brand asset and only 11.1% disagreed.
Concerning whether business trust facilitates
improved customer loyalty, majority of the
respondents (40%) agreed while the least number of
respondents (7.8%) strongly disagreed. This results
clearly shows that high levels of trust in business
play a key role in improving the general loyalty of
customers. With respect to whether trust builds
cordial relations between the business and customers,
majority of the respondents (37.8%) agreed and only
11.1% disagreed. In regard to whether trust enables
leaders or managers to stay committed to their
decisions, slightly more than a half of respondents
(52.2%) agreed and only 4.4% disagreed. Concerning
whether employee morale and productivity increase
with higher trust in an organization, majority of
respondents (34.4%) agreed and only 6.7% strongly
disagreed.
4.4 Descriptive Statistics on Business Growth
Table 3. Showing descriptive results on business growth
Statement
1
2
3
4
5
We have achieved greater profitability over the
last
one year
Frequency
6
4
7
42
31
%
6.7
4.4
7.8
46.7
34.4
The business’ Return on Assets is on a steady
progress
Frequency
9
10
7
24
41
%
10.0
11.1
7.8
26.7
45.6
Return on Equity has greatly progress over the
least one year
Frequency
6
9
10
36
29
%
6.7
10.0
11.1
40.0
32.2
There is increase in sales in our business
Frequency
0
0
19
51
20
%
0
0
21.1
56.7
22.2
Customer loyalty and customer base are on
increase in the company
Frequency
12
18
11
34
15
%
13.3
20.0
12.2
37.8
16.7
Source: Survey (2021)
The results in table 3 show that majority of the
respondents (46.7%) agreed that their businesses had
achieved greater profitability over the last one year
while only 4.4% disagreed. This was a clear
manifestation that the utilization of business
communication tools and encouraging business trust,
greatly enhances the profitability levels of that a
particular venture or business. Regarding whether the
business’ Return on Assets is on a steady progress, a
slightly higher number if respondents (26.7%) agreed
while only 11.1% disagreed. Concerning whether
Return on Equity has greatly progress over the least
one year a great number if respondents (40%) agreed
while only 6.7% strongly disagreed. Concerning
whether there is increase in sales in the business,
more than half of the respondents (56.7%) agreed and
only 21.1% were undecided. Concerning whether the
Customer loyalty and customer base are on increase
within the company, a slight majority of respondents
(37.8%) agreed and only 20% of respondents
disagreed. This result clearly indicated that
embracing business trust and consequently utilizing
the different challenges of business communication
helps to uplift the company’s customer base and
loyalty. These two aspects are so essential towards
continued business growth.
4.5 Correlation Analysis
To establish the effects of business communication
and business trust on business growth, correlation
analysis was done and the results are presented in
table 4.
Table 4. Showing results of correlation analysis
Business communication
Business trust
Business growth
Business communication
1
Business trust
0.751**
1
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0.00
Business growth
.658*
0.719*
1
0.00
0.001
**Correlation is significant at the 0.01 level (1-tailed)
The results in table 6 show a positive correlation
between business communication (r = 0.658) and is
significant at 0.01. This shows that the different
forms of business communication including vertical,
horizontal or downward communication, have a great
impact on the growth of a business. The results also
showed a positive correlation between business trust
and business growth(r = 0.905) is this was significant
at 0.01. This was a clear indication that establishing
trust in business most especially with customers,
helps to enhance the profitability or sales volumes,
leading to business growth.
4.6 Multiple regression analysis
Regression analysis was also conducted to establish
the level to which business growth is predicted by
business communication and business trust and the
results are presented in table 5.
Table 5. Showing results of regression analysis
Model
Unstandardized
Coefficients
Standardized
Coefficients
T
Sig.
R2
Adjusted
R2
B
Std. Error
Beta
(Constant)
.318
.136
2.338
.000
.794
.782
Business
communication
.218
.057
.317
3.836
.000
Business trust
.276
.067
.234
4.095
.000
Dependent Variable: Business growth
Predictors :Business communication, Business trust
Source: Survey (2021)
From table 5, the adjusted square of the multiple R
was 0.782 indicating that the 78.2% of variance in
business growth is jointly explained by the two
independent namely business communication and
business trust. Furthermore, the beta coefficient (β1)
was 0.317; the p-value (0.000) was less than the
significance level (0.01). We accept the first
hypothesis that, “there is a significant relationship
between business communication and business
growth.” The beta coefficient (β2) was 0.234; the p-
value (0.000) was less than the significance level
(0.01). We therefore conclude that, “there is a
significant relationship between business trust and
business growth”.
5 Discussion
The findings clearly show that business trust and
business communication have a great influence in the
growth of businesses. The correlation and regression
results confirm a significant and positive relationship
between the study variables. These findings are in
line with findings of most scholars who have
continuously connected effective communication and
trust, with business growth (Hakanen et al., 2016;
Kalogiannidis, 2020; Mohd Yusuf, 2012). Scolars
have continued to argue that utilization of both
effective communication and business trust
influences customer loyalty and employee motivation
and eventually leads to business growth. Many
scholars view communication as a management
function(Kalogiannidis & Papaevangelou, 2020).
This is absolutely true as proper management can
only be carried out through effective communication.
Communication has therefore been defined as a
process of creating and passing ideas, opinions, facts
and feelings from one person to the other, either
within or without the organization(Yung, 2018). It
has been confirmed that it is only through effective
communication that everyone in an organization can
know the overall objectives and goals to be achieved.
From the literature, it is also evident that effective
communication, trust and business ethics are
important for business growth hence must always be
adhered to by any business(Zeffane et al., 2011).
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The findings of this research show that business trust
and communication are critical in the development of
corporate business growth in the Greek business
sector. Business growth is most influenced by
communication(Zeffane et al., 2011). As a result,
dealers in personal computers must focus on
developing strategies and processes that guarantee
that the goods or services provided meet or surpass
client expectations (Hakanen et al., 2016). In order to
accomplish corporate goals and objectives, a
company dealing in personal computers must devote
a significant amount of resources to meeting
consumer demands. Satisfaction breeds loyalty,
which is essential for a supplier to maintain a
competitive edge (Gusev et al., 2020). Customers
that are loyal to a company make it more lucrative.
They increase the goodwill and reputation of a
company via word of mouth. Customer satisfaction
leads to long-term partnerships and a lower
likelihood of relationship termination. As a result, a
personal computers company must be able to
establish trust, have efficient communication
strategies, and please its consumers in order to
solidify its market position, retain customers, and
grow more lucrative (Gusev et al., 2020). A firm
dealing in personal computers will be able to attract
loyal clients by doing so. These clients will be
willing to collaborate, to stay in a long-term
relationship, and to propagate good word of mouth,
all of which will assist to boost the firm's market
reputation. Dealers in personal computers in Greece
must be able to provide more trusted service to their
consumers in order to look more effective, satisfying,
and trustworthy.
One of the study's key limitations is that it utilized a
judgmental sample, therefore the findings could only
be regarded as representing the whole population of
responders. This restricts the conclusions'
generalizability, especially in terms of their relevance
to other Greek industries. As a result, it is suggested
that this research be reproduced in other Greek
businesses.
6 Conclusion and Recommendation
In conclusion, it is evident that both effective
communication and business trust leads to business
growth. It is therefore important for a business to
ensure that it puts in place measures that can enhance
effective communication and business trust. Through
these two aspects, the business would be able to
achieve its set objectives and goals. It is therefore
important for companies or businesses to embrace the
different modern forms of communication and
consequently promote trust in order to achieve
desired levels of business growth. The exploration of
the relationship between business trust and business
communication on business growth in the Greek
business sector is an important addition to the
literature in the topic. In the topic of relationship
marketing, this research contributes both
theoretically and practically. Marketing managers,
for example, would benefit from knowing that
contentment is a crucial result of trust and
communication between personal computer dealers
and manufacturers.
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