Building Customer Trust and Loyalty - An Empirical Study in Retailing Context

摘要：

Services marketing became the major field of marketing development since 1980s. Considering the relational variables of person and organization, structural equation modeling (SEM) was conducted to examine the relationship between consumer trust and loyalty on both individual and organizational level in the retailing context. The result of analysis reveals that operational competence of department store has a positive effect on department store trust. Operational competence, operational benevolence, and problem-solving orientation of salesperson have a significant and positive effect on the trust in salesperson. Consumers with high level of familiarity would be more likely to have high level of trust in department store and salesperson. Trust in salesperson contributes to the trust in department. In addition, both trust in department store and trust in salespersons are expected to enhance customer loyalty

关键词： Retailing Consumer Trust Customer Loyalty Relationship Marketing

作者: Pi-Chuan SUN Chia-Min LIN

作者单位: Tatung University,Taiwan,China

会议类型: 国际会议

会议名称: 工业工程与系统管理2007年国际会议(International Conference on Industrial Engineering and Systems Management)(IESM 2007)

会议地点: 北京

会议语种:英文

在线出版日期: 2007-05-30（万方平台首次上网日期，不代表论文的发表时间）