Perspectives on trust business alliances in the Black economic empowerment context : a Q methodological approach

Abstract

This study endeavoured to uncover the trust experiences of individuals involved in business alliances between traditional companies (TCs) and historically disadvantaged institutions (HDIs) with a view to constructing a model that would facilitate a better understanding of organisational trust within these institutions. The theoretical study proposed a theoretical model of trust in the alliances between TCs and HDIs within an economic empowerment domain. The empirical study employed Q methodology to investigate the trust experiences of the participants. The 25 individuals who participated in the study were selected by means of both non-probability purposive and snowball sampling The participants were presented with the Q sample containing 50 items which they had to sort in accordance with the instruction given. The post-Q sorting interview was conducted to give the participants a chance to expound on their reasoning for the sorting of the Q sample. Data were analysed using Pearson product-moment correlation and factor analysis. Six factors revealed participants’ experiences of trust in the alliances: Factor A (Sincerity trust alliances), Factor B (Values trust alliances), Factor C (Duped trust alliances), Factor D (Vigilant trust alliances), Factor E (Deceitful trust alliances) and Factor F (Inclination to trust alliances). The trust experiences of the six groups were used to theorise about the association between the participants’ trust experiences and their performance on the Positive and Negative Affect Schedule (PANAS). In the main, the study found that groups that had pleasant trust experiences with their partner organisations exhibited have high positive affect (PA) and low negative affect (NA). Although exploratory in nature, the study contributed an empirically derived theoretical framework of cognitive and affective trust within business alliances that may be further investigated in future research endeavours. In this was it identified and proposed a modus operandi for closing the trust gap.