In Cloud We Trust? Co-opting Occupational Gatekeepers to Produce Normalized Trust in Platform-Mediated Interorganizational Relationships

Interorganizational trust plays an important role in facilitating business relationships, especially for the organizational adoption of new services. Prior research suggests that interorganizational trust develops when the trustor has adequate confidence in the reliability of the trustee’s services. Nevertheless, reliability breakdowns are also an inevitable part of service provisioning. Such breakdowns are especially prominent and visible in the context of platform-based services. Yet platform-based services continue to be adopted and used by organizational customers. This increased adoption and use of such services despite their inconsistent reliability pose the following question. How is trust produced in platform-mediated interorganizational relationships? To examine this question, I conducted a 20-month field study of a cloud computing platform provider and its customers, focusing on the practices of trust production in the wake of reliability breakdowns. Here, I describe customer concerns about the platform’s inconsistent reliability that hampered the development of interorganizational trust. I then identify four practices of trust work enacted by the platform provider to address some of these concerns and to co-opt the occupational gatekeepers in customer organizations who are responsible for technology adoption decisions. Following this, I describe how and why these occupational gatekeepers performed justification work to rationalize the continued use of the platform despite its inconsistent reliability. Together, trust work and justification work facilitate the coproduction of interorganizational trust through normalizing reliability breakdowns as “business-as-usual” events. Synthesizing these findings, I developed a normalization model of trust production, and discuss the implications of normalized trust for platform-mediated interorganizational relationships in the digital economy.