Repairing political trust in Tunisia. Issue 4 (10th May 2021)

• Record Type: Journal Article
• Authors: Sghaier, Malek; Skandrani, Hamida; Robson, Julie
• Is Part Of: Qualitative market research. Volume 24:Issue 4(2021)
• Page Start: 497
• Page End: 520
• Publication Date: 2021-05-10
• Subjects: Interviews -- Longitudinal study -- Tunisia -- Trust repair -- Political marketing -- Media data; Marketing research -- Periodicals; 658.8305
• DOI: 10.1108/QMR-02-2020-0033
• Languages: English
• ISSNs: 1352-2752

Abstract

Abstract : Purpose: This study aims to identify the responses required to repair political trust in Tunisia and the differences between two key stakeholder groups, namely, politicians and voters. Design/methodology/approach: A sequential mixed method study was adopted using two data sources: semi-structured interviews conducted with citizens and politicians; and media data from TV political talk shows. Data was collected over a three-year period following several key events that affected trust. Findings: New responses were identified to repair political trust, and these were categorized using a trust repair framework. In addition to short- and long-term responses, a new category, swift response, was identified to resolve immediate political uncertainty. The role of the trustor (i.e. voters) in actively restoring trust was identified for the first time. Research limitations/implications: This study focussed on trust repair responses suggested by voters and politicians and not necessarily responses that were implemented by government or political parties during the period of study. The effectiveness of the suggested responses in repairing trust was not evaluated. Practical implications: Identification of the responses required to repair trust with voters, how these differ over time, and according to different trust violations will help Tunisian politicians rebuild trust more effectively during election and non-election periods. Notably, differences highlighted between the responses suggested by voters and politicians suggest that politicians may not understand how to repair voter trust. Originality/value: Contrary to previous studies that assume a trustor (the voter) is a passive observer, this research identified the proactive role that citizens play in the trust repair process.