| Abstract [eng] |
Trust started as many years ago as the first relationship between human beings was established. But only at the end of XX century it became of high interest for both psychologists and marketing specialists. They noticed that trust from consumers ensures stability and prosperity of the organization. Also, the more the markets develop, the more influential trust becomes. Due to the increased trust importance the need to determine factors influencing trust has sharply increased. As a result of that theorists have developed various models, which explain trust and its effects for an organization. The main aims of this work is to explain the concept and importance of trust for business organizations, in addition, to determine how organizations may gain consumers’ trust over time and what are the main factors influencing customers’ trust in nowadays society. The work is divided into two parts. First, theoretical part analyses the current concept of trust and relationship with mass media as well as presents the main benefits of developing communication level between organization and its customers. Also the main frameworks for classifying trust factors are presented and summed up by creating a new, applicable to any organization, trust model, determines the significance of trust factors for overall organization trust. The main three factors (with many sub-levels) influencing organization trust were derived: (1) the quality of organization, (2) the level of client services and (3) organization’s reputation. Second, practical part applies the newly created model for two industries (banks and mobile services) and observes whether factors’ classification, based on theory overview, holds in reality. The method of verification of the new model was chosen as following: first, the surveys about banks and mobile services suppliers were conducted. For analyzing the gathered data SPSS statistical analysis program was chosen. Factor analysis was used to find out, whether the answers to sub-questions under three main factors could be computed into indexes. And finally regressions were run in order to (1) reveal, which trust factor is the most important in determining overall organization trust, and (2) define the interdependency of the selected factors. The main finding of this work is the validity of the newly created model. Still it was checked only in two market sectors – banks and mobile operators. However, in order to be 100% sure about its applicability to any type of organization, further research is needed (also expanding from B2C sphere). |
