Georges and Guenzi's Customer Trust Model

Increasing Customer Loyalty With Trust

Georges and Guenzi's Customer Trust Model - Increasing Customer Loyalty With Trust

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Do you know what it takes to build trusting relationships with your customers?

We can do this through specific actions and behaviors. When we know which of these are most effective, we set the stage for a rewarding, long-term association. So, which behaviors should we focus on, and which must we avoid?

About the Customer Trust Model

Professors Laurent Georges and Paolo Guenzi created the Customer Trust Model and published it in their 2008 paper, "Interpersonal Trust in Commercial Relationships: Antecedents and Consequences of Customer Trust in the Salesperson."

The model highlights four factors that are key for building trust with customers. They are:

  • Customer orientation.
  • Expertise.
  • Likability.
  • [Avoiding] selling orientation.

From "Interpersonal Trust in Commercial Relationships: Antecedents and Consequences of Customer Trust in the Salesperson" by Laurent Georges and Paolo Guenzi, May 2008.

Customer orientation, expertise and likability are positive factors – they significantly contribute to strong, long-term relationships with customers. However, selling orientation is a negative factor and it has a harmful effect on trust....

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