CONSUMER TRUST AND RELATIONSHIP LENGTH WITH THE SERVICE PROVIDER

Abstract

This paper presents the meaning of the consumer trust in business operations and the
results of consumer trust estimation using the example of the mobile telecommunication sector.
Next, the effect of estimated trust on the length of customer cooperation with a given service
provider was determined. It is assumed that the consumer trust towards the enterprise or its products
promotes the sustainability of trade relations. This thesis was subject to empirical verification. The
obtained results prove the correctness of the thesis put forward. On the basis of conducted research
and after developing a model of linear regression and coefficients of correlation, it was found that
no relation exists between the trust and the length of cooperation between a given customer and a
given service provider. The results obtained could be an effect of the specificity of the sector under
analysis (oligopoly) and the group of respondents, consisting of young people. On the basis of the research and methodological limitations, it cannot be concluded that
there is no relationship between trust and the length of trading relationship. On the other hand, there
are situations where in certain circumstances (low confidence culture) indeed such relationship may
be disturbed.