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Abstract: Trust has been identified as one of the most crucial factors in establishing a stable relationship with an online customer. Due to the absence of salespersons and interpersonal face-to-face contact, it is a challenge for online marketers to create customer trust. In particu-lar, problems like web privacy, security and the verification of the service quality as well as the identity of online trading partners can have an enormous impact on the ability of a website to build a trusting relationship. Thus, the aim of this article is to show how the Internet can contribute to establish customer trust, loyalty, and, consequently, long term continuity of re-lationships. ... Therefore, is it necessary to develop trust, which builds the basis of a relationship between a consumer and a company. ... Especially, aspects like the absence of sales persons and interpersonal face-to-face contact provide a challenge for online marketers to establish customer trust online.
This article examines the contribution of the Internet to build up customer trust. Firstly, it will look at factors, which can act as barriers to online trust. Then, several possibilities of how the Internet can contribute to create trust and loyalty will be explained. ... The Role of Trust on the Web
Trust is a crucial factor for a strong and lasting relationship because it determines the cus-tomer’s future behavior and loyalty towards a business (cf. ... Moreover, when customers trust an online business, they are more willing to share personal information with them, which builds the basis for online per-sonalization. As a consequence, marketers need to have an understanding about how trust is built and which factors influence consumer trust with regard to the online environment. For further details concerning the importance of trust, in particular in service markets, see the arti-cle “Characteristics of services and the role of trust“ of this volume. ... Barriers to Online Trust
Now, what does consumers hinder to trust an online business? ... The most crucial fears concern web privacy and security, which can have an enormous impact on the ability of a website to build a trustful relationship. Many consumers still worry about giv-ing their credit-card numbers on the Web. ... All these potential risks may hinder a positive attitude to online-business and, consequently, make it difficult for marketers to create trust on the Web. ... Solutions to Online Trust
One possibility to build up a trustful environment is the use of online agents.
Approximate Word count = 1963
Approximate Pages = 7.9
(250 words per page double spaced)
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