Trust is a very complex concept, and in terms of customer relationship with a company, there are many different components which can impact this trust:
- The salespersons
- The assortment
- Sales promotion
Here is how it works:
- It defines the elements which may influence one customer trust.
- He also defines which of those elements impact either the perceived value, the store patronage, satisfaction, the behavioral loyalty intentions and the trust.
- He then conducts a survey on customers using the quota method
- He then is able, upon the survey, can set the priorities of each element
To understand better how it works, I invite you to visit this link.There is a very interesting paper about how private lable can impact store trust. The whole technique is detailed in this paper.
It would be very interesting to conduct such a survey for your company, in order to understand better the role of each of your customer relationship management components, and being able to monitor them. Sandro Castaldo wrote a book about it: Trust in Market Relationships.
What do you think about it?