Leadership, trust, and marketing effectiveness in service businesses

This research analyses the linkages between leadership, organisational trust, and marketing effectiveness in service businesses within three service categories (healthcare, hotel, and resort) in Vietnam. The research resorts to ANOVAs and structural equation model. The findings revealed that transactional leadership is correlated with calculus‐based trust. Transformational leadership, on the other hand, cultivates identity‐based trust and knowledge‐based trust, which in turn positively impact marketing effectiveness. A direct relationship between transformational leadership and marketing effectiveness is also detected.