دانلود رایگان مقاله بازگرداندن اعتماد مصرف کننده: بررسی مطالعات انتقادی

abstract

Consumers are fundamental to organisational functioning and survival. Their loyalty, commitment, product acceptance and good long-term relationships with firms and brands are underpinned by their trust. Unfortunately, over the last decade or so, we have witnessed some of the more spectacular violations of consumer trust in the history of business. This has led to negative consequences, such as loss of competitive advantage, rage, lack of commitment and decrease in turnover. Consequently, study of trust repair has become an important theoretical concern for a growing number of trust scholars. This article reviews and synthesises existing theory and research on the topic. It first sketches general characteristics of the consumer trust repair literature, including its meta-theoretical underpinning. It then identifies specific strategies associated with consumer trust repair and synthesises them into five categories of trust repair strategies. In addition, this paper highlights theoretical processes that explain why/how trust repair strategies work. Third, the paper proposes six fruitful avenues for future research. This study contributes to the field of consumer trust repair research by critically reviewing and synthesising emerging theory and research on strategies associated with consumer trust repair, by showing why and how these strategies work and by identifying most fruitful research areas.

6. Conclusion

This study reviews and synthesises theory and research on consumer trust repair. This is a relatively nascent research field. Existing studies provide important initial insights into strategies and processes associated with consumer trust repair. However, my findings led me to conclude that more research is required. This is mainly because the existing literature is scarce, and most studies share similar philosophical and methodological assumptions, leading to fundamentally similar findings. To advance knowledge on this topic, researchers can follow any of six directions for future research identified in this study. I hope that this study invites marketing and other scholars to this existing and promising research area and provides a strong foundation for future research on consumer trust repair.