The Construction Model of Customer Trust, Perceived Value and Customer Loyalty

Relationship marketing has become one of the keys to success in acquiring strong competitiveness in the present market. The main ideas of relationship marketing are customer trust and loyalty. Although there has been considerable research into customer trust, most theories in general share two problems: First, there is the issue of how to build and maintain those factors that lead to a strong and concrete model of trust between business to business and business to customer. Second, there is the problem of assessing the role that customer value plays in the entire customer trust model. This paper modifies the study of customer trust made by Sirdeshmukh et al. (2002) and expands it into a multidimensional conceptualization. The result shows that in the 3C distribution industry, the most influential factor regarding customers is degree of credibility and trust they feel towards companies’ actions. Thus, it is considered necessary to separate these behaviors into concrete management policies & practices (MPPs) and frontline employees (FLEs). The results of our analysis of MPPs and FLEs conclude that customer value plays a mediating role between customer trust and loyalty.