Trust And Loyalty

Building loyalty to a brand or company is a challenge. A company must establish trust with its customer while also meeting his or her psychological needs. Once trust has been built, companies must resolve any ethical issues and obligation so consumers can continue to trust the company and its products and services. In addition, some individuals are more likely to be loyal to a brand or company compared to other people. To establish consumer loyalty, a company must determine how to meet all of these challenges. This paper will discuss the issues facing organizations in creating consumer trust and loyalty for it and its products and services.

Personally, I am a very loyal customer of the Clark’s Shoes brand of women’s shoes. Although this brand of shoes is not necessarily cheap, they are worth every dollar I spend on them. After years of purchasing these shoes, I know that I can count on getting high quality, well-made shoes that are comfortable and durable. Because I have had problems with my feet, I must be careful when choosing a new pair of shoes. From experience, I know that whatever pair of shoes I purchase from Clark’s; I know they will fit well and be very comfortable.

Trust has been defined as “a measure of the quality of a relationship-between two people…or between a person and an organization” (Hurley, 2006, p 18). Every individual has an inclination to trust that varies due to several factors including previous experiences, perception, motivation, risk, lifestyle and personal beliefs and attitudes. Consequently, companies can build long-term relationships with consumers by providing superior customer service, being consistent and being transparent (Adams, 2014). Companies must be consistent in every aspect of its business