A Further Research on the Effect of the Different Scopes of Trust toward Customer Loyalty

A number of studies have shown that customer trust in a company and its representatives can have a measurable influence on customer satisfaction and behaviors (see Sirdeshmukh, et al., 2002 for a recent example). In general, these studies have emphasized that company actions such as contacting customers frequently (Doney & Cannon, 1997) can influence customer trust.

Yet, customers do not evaluate such company actions in a vacuum. They develop trust in an individual provider against a backdrop of trust in the broader marketplace where the exchange is taking place. In this project, we studying the influence of broad-scope trust on customer loyalty that this influence is fully mediated by narrows-scope trust.