Brand loyalty and Customer Trust

Brand loyalty and Customer Trust

In modern-day marketing, every business struggles to win customer trust and maintain loyal customers. Companies utilize multiple approaches such as product personalization to win customer loyalty and trust to ensure steady sales and revenues. Creating brand loyalty and customer trust has various challenges that every business must handle. One of the difficulties is ethical issues relating to customer standards and aligning organizational culture to meet customer needs. Thus, the paper seeks to discuss my brand loyalty to Amazon Company and how an organization can build trust, and the best approach to building trust.

My brand loyalty

I have always trusted Amazon to deliver for me all the goods I need. I am loyal to Amazon, and I trust Amazon to supply my products. My loyalty to Amazon is due to reasons such as one-stop shopping for multiple products. Secondly, I do not have to struggle with the bulk since Amazon can deliver it to my location. Thirdly, Amazon allows product returns if they do not meet customer demands; this is a good-faith business gesture. Finally, Amazon is reliable, and it delivers the products as promised.  The company has world-class customer service. The organization has put in place track packages and brings simplicity to the online shopping experience.

Approaches for Companies to Build Trust with Customers

In modern times, customer trust is a critical factor for all businesses. Every business wants customers to believe that they have the best products over their competitors; thus, firms engage in various practices to ensure they win the customer’s trust (Fertik, 2019). Companies use a brand personalization strategy to ensure that they personalize the brand according to the consumer needs. Consumers love products that they feel part of; hence, they trust the brand to deliver that particular product. Secondly, businesses can provide more than they promise. Customers love extra services, so if a business like a phone company promised a new phone, they could offer additional needs like free delivery, different elements like virtual gaming kits, or a compatible smartwatch. Thirdly, businesses should be socially available. Companies can achieve social availability by establishing multiple social media platforms and frequently using them to communicate with their customers often (Morgan, 2018). Instead of having a call center, the business should have social media groups and communities to listen to customer suggestions and complaints. In the era of digital insecurity, customers want to shop at companies, which guarantee their privacy and security. Therefore, businesses should focus on gaining customer trust by having secure systems free from hacking and cracking.

There is no specific strategy to gain customer trust; therefore, businesses should rely on multiple methods as discussed to earn customer trust. Customers vary based on behaviors and want; it is difficult to convince them using one strategy hence the need to use multiple approaches.

Ethical Issues and Obligations after Trust Building

Companies face various challenges after establishing trust with their customers. One of the ethical issues is meeting customers’ standards.  Trust is a subjective factor; hence it varies from customer to customer (Jin et al., 2019). Companies face ethical challenges of developing products that appeal to all the customers; therefore, companies must develop strategies for the production process and service offering to ensure they meet individual customers’ demands (Newman, 2017). Companies can manufacture different types of a similar product to maintain the trust of all customers. An example is the fashion business that has to develop a product to appeal to all customer demographics, even if it means developing multiple versions of the same product.

The second ethical issue is about aligning the company culture to the customers. Culture is a significant challenge for service companies. Aligning the two cultures can create conflicts since customers vary, and each has its demands, unique behaviors, and interests (Jin et al., 2019). Companies caught in this trap have to struggle with making their employees think like the customers to help the customer appropriately. The need to meet customers’ culture explains why most companies are currently using IT and artificial intelligence to assist in customer service delivery (Newman, 2017). It reduces human interactions between customers and employees, which can sometimes create conflicts hence affecting service delivery.

Should customers trust companies?

There are two main arguments to customers trusting a company.  Customers should always put companies on alert by being skeptical about the company (Hyken, 2020). Establishing complete trust with the company will introduce laxity into the company; hence, it may not deliver according to consumer demands. On the other hand, it is arguable that when customers trust a company, they can freely give their opinions to the company to ensure that they introduce a new product that matches their needs and demands (Hyken, 2020). Therefore, customer trust is essential in ensuring that the company personalizes its products to meet users’ needs.

Companies also have the responsibility of making their clients trust them. First, they need to deliver quality products and products of value to their clients. One of the common ways of building brand loyalty is having on everything the company promises. The products and services also need to be of high quality. Finally, the company must understand what their client’s needs and focus their energies on it. If an organization exceeds its client expectation, there will be no reason to seek similar services elsewhere.

Customer Proneness to Companies

Customer loyalty is subjective and varies due to various factors. Some customers are very loyal to a particular brand and those who are not loyal to any brand. Brand loyalty depends on issues such as personal interest in a specific product or brand. Secondly, it depends on the ability and performance of the brand’s new product. In most cases, companies perceive customer proneness as the behavioral tendency to maintain and build a relationship with one seller. Most of the time, researchers tend to use customer proneness to explain the relative stability and conscious movement of a client to engage in a positive relationship with the company—customer proneness links with stable exchanges linked with terms like a steady client and regular client. 


From all the companies existing in the world, I highly rank the services of Amazon Company.  I trust the organization to deliver all my products. The company won my heart because it is a one-stop shopping firm, it allows the concept of product return, and finally, it is very reliable and delivers their products on time. Brand loyalty and customer trust are the two interests of a business. Every business is interested in these factors because they translate into sales. Companies put more significant efforts and face various ethical issues to gain customer loyalty, trust, and revenue. Companies must build client lifetime by developing and building their brand and also reward loyal clients.


Fertik, M. (2019). How to Get Customers to Trust You. Forbes. Retrieved 10 February 2021, from

Hyken, S. (2020). Now More Than Ever, Customers Want To Trust Companies They Do Business With. Forbes. Retrieved 10 February 2021, from

Jin, C., Yoon, M., & Lee, J. (2019). The influence of brand color identity on brand association and loyalty. Journal of Product & Brand Management.

Morgan, B. (2018). How to Build Trust with Your Customers. Forbes. Retrieved 10 February 2021, from

Newman, E. (2017). Ethical behavior with Customers – Yonyx. Yonyx. Retrieved 10 February 2021, from

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