The Role of Trust in Customer Relationships - Essay Example

Summary

The paper "The Role of Trust in Customer Relationships" discusses that according to Ismail, Boye & Muth (2012), loyalty is defined as, ‘Deep commitment to selected products or services for a consistently long time resulting into repeat purchases irrespective of external factors’. …

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The Role of Trust in Customer Relationships

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Subject: Marketing
Type: Essay
Level: Undergraduate
Pages: 1 (250 words)
Downloads: 3
Author: berniecasper

Extract of sample "The Role of Trust in Customer Relationships"

Customers are exposed to numerous brands every day but they choose the ones that our trustworthy. Brands need to work hard in order to grab customers’ attention and become their favorite. If it is successful in delivering the promises customers will automatically become loyal. Halliburton & Poenaru (2011) state that building trust among customers takes time and requires emotional and rational bonds to keep it strong for the future. Companies can safeguard themselves in unstable situations (recession) if they are able to establish strong links with customers. No matter how risky the economic conditions are loyal customers would not stop buying these brands.

However, some customers are easily distracted by prices and promotional offers and continuously switch their preferences. Their level of loyalty is seasonal and changes according to promotional campaigns. Such customers cannot be controlled. They can only be attracted using innovative offers. Companies should reinforce the importance of their brands or services so that customers do not deviate from other products. Read More

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