Membangun Kepercayaan Pelanggan (Customer TRUST): EXPLORING MARKETING STRATEGIES FOR BUILDING TRUST

by : Djamchid Assadi, Dmitry Oleysker

Published by : Volume 2, Issue 2, 2006

Abstract

The era of Internet and globalization immediately brings to mind the crucial role that trust, defined as perceptual belief that one party respects the intentions, actions, and integrity of another party plays in transactions, and conversely, how its absence can be a slowing factor in the growth of commerce.

Trust’s importance as a major facilitator of transactions has led it to be widely analyzed and discussed in economic and business studies. The personality of the trusting party, competence and reputation of the trusted party, and finally the governance of the third parties such as legal, autoregulated or cultural institutions have been mentioned as major sources of trust.

While there appears to be widespread agreement about the importance of trust in transactions, much less is theoretically or practically done about the operating mode of building trust. The purpose of the present research is to suggest actionable policies to build trust. By understanding how trust is generally built, marketers and business responsible managers can contribute to build trust in order to facilitate and thus accelerate transactions and exchanges that fall to them to manage.

The results of this inquiry can be practically applied to facilitate, accelerate, and simplify transactions between individuals. In other words, the findings should help to build trust in order to develop and do business with others. The ultimate objective is to help a seller actively build his counterparts’ trust and confidence to better conclude transactions and deals.

Introduction

Internet and globalization show, once again the important role that trust plays in transactions and conversely how its absence can be a slowing factor in the growth of commerce. Because transactions engage the handover of value between actors, their success depends on actors’ will to, or to not, honour their commitments. ........... . . . . . . . . . . . . (baca selengkapnya)

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