Budowa zaufania konsumenckiego jako czynnik determinujący sukces przedsiębiorstwa w warunkach kryzysu
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DEVELOPMENT OF CONSUMER TRUST AS A FACTOR DETERMINING THE SUCCESS OF AN ENTERPRISE IN CRISIS CONDITIONS
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This paper describes the significance of trust in ties between an enterprise and consumers in the process of exiting a crisis situation. The author presents various approaches with relation to trust, as well as a brief description of its structure. There is emphasis placed on the theoretical assumptions of consumer trust. Consumer trust is presented in the perspective of economic theory. There is also analysis of consumer trust and indication of the necessity of its development. The types of consumer trust are also outlined by indicating the role of reputation and experience in creating a specified level of trust among the con-sumers towards the enterprise at hand. There is also a presentation of the conditioning associated with the building of trust between an enterprise and con-sumers. The application of the models for building trust are proposed, e.g. the model of the process of building trust in cyberspace, as well as the integrated model of trust in relations in terms of e-commerce.
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