Chapter Objectives
- To appreciate the role trust plays as part of the brand
- To understand how trust is created and how easily trust can be broken
- To understand the role of pricing in trust
- To appreciate the way service recovery can support trust
- To identify means of recovering trust
- To understand how trust in staff can deliver the responsiveness required
- To identify trust-exposed industries
Chapter Profile
This chapter explores the importance for consumers to be able to trust the brands that they buy. It examines the role of trust in the decision-making process and in building loyalty. Trust is built up slowly over a period of time, in much the same way as brand equity is established, and is also a key element in ...
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