Customer Satisfaction and Trust

Customers’ desire to purchase products is the driving force behind the business’ performance and growth. Therefore, it is vital to make customers want to buy goods or services once and return and bring others with the help of positive reviews and recommendations. In business research, the concepts of customer satisfaction, customer loyalty, and brand trust are examined with this purpose – to engage and retain a client base. One can consider many ways of establishing a strong relationship with buyers, including co-creation, corporate social responsibility (CSR), and customer service.

For many customers in the modern world, the quality of the product or its price is not enough. People want to know that the brand they support has a positive relationship with them and the world (Iglesias et al., 2020). First, they value the opportunity to influence companies and provide them with feedback and inspiration through co-creation. For example, some brands can ask for pictures of individuals with their products to feature them on social media. Others can collect ideas for future creations, simultaneously gathering data about clients’ preferences and needs.

Another part of companies’ relationship with the customer base is their brand appearance. Here, the idea of responsibility before people and the environment is valuable – CSR helps businesses create an image that ensures customer loyalty and trust (Iglesias et al., 2020). At the same time, people want brands to be concerned with clients’ comfort. Thus, brands should pay attention to the quality of their customer support and keep in touch with clients after a purchase has been made (Shokouhyar et al., 2020). Through these measures, a company can create a good initial impression and leave an impact on people’s future purchasing decisions.

Overall, companies have to remember that selling products is only a small part of establishing a brand. A relationship with a customer starts with the business’ presentation and continues after a sale. In the current market, people want to participate in the creative process. They also want products to be sustainable and to have a less negative impact on the environment. Therefore, such initiatives as co-creation, CSR, and customer support can create a returning customer base that is invested and satisfied with the products and the company as a whole.


Iglesias, O., Markovic, S., Bagherzadeh, M., & Singh, J. J. (2020). Co-creation: A key link between corporate social responsibility, customer trust, and customer loyalty. Journal of Business Ethics, 163(1), 151-166. Web.

Shokouhyar, S., Shokoohyar, S., & Safari, S. (2020). Research on the influence of after-sales service quality factors on customer satisfaction. Journal of Retailing and Consumer Services, 56, 102139. Web.

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