Document Type
Article
Publication Date
1-1-2010
Abstract
Driven in part by recent corporate failures, consumers are increasingly distrustful of motivations and behaviors of corporate leaders, firms, and entire sectors of the economy. How do firms win consumer loyalty in distrust-dominated environments? We use two competing theoretical lenses to investigate the most salient strategic path to firm loyalty in trust- and distrust-dominated environments, from the consumer perspective. We find that consumer distrust in a firm is a grave threat to loyalty across industries. Additionally, we show that distrust-dominated environments present unique opportunity for some firms with high consumer trust to gain loyalty, while trust-dominated environments present fewer opportunities.
Keywords
trust, distrust, environmental scanning, consumer loyalty
Rights
© The Author(s). This is an open access work distributed under the terms of the Creative Commons Attribution-Non-Commercial (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial reuse, distribution, and reproduction in any medium, provided the original work is properly cited.
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Department/Center
Design & Innovation
Recommended Citation
Talton, Rachel Y., "Winning Consumer Trust and Loyalty in DIstrust-dominated Environments: A Consumer Perspective" (2010). Student Scholarship. 539.
https://commons.case.edu/studentworks/539
