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Trust as the Key to Loyalty in Business-to-Consumer Exchanges
germană
161 b
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Trust plays an important role in business relationships. It is, therefore, one of the most discussed and analyzed phenomena in the literature on business-to-consumer interactions. §§Tara Ebert investigates what trust building measures in the banking industry should comprise. She deduces a critical conceptualization of consumer trust from the specific view that consumer theory takes. By means of an extensive trust research analysis, she establishes a complex model which she analyzes empirically. The findings show that reputation and perceived security of a bank are the two key factors in trust building. The author presents new and analytical insights which can be employed to deduce better targeted marketing implications for consumer trust building by banks.
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