Customer Trust
Trust is the most important factor in securing a customer's business on the Web [Reichheld and Schefter 2000]. There are a number of ways to build trust.
Trust is often associated with a brand. Coke, Nike, Toyota, and IBM are brands recognized around the world. Customers are comfortable buying from the IBM online store because, well, it's IBM. Building brands is expensive and time consuming, but if your company has a recognized brand, trust is easier to build than for those businesses lacking that intangible asset.
Trust develops with transparency. Many sites, including Amazon.com and eBay have created review features to provide customer feedback. Book ratings and detailed customer assessments on Amazon.com are displayed along ...
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