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CONSUMER TRUST AND RELATIONSHIP LENGTH WITH THE SERVICE PROVIDER

This paper presents the meaning of the consumer trust in business operations and theresults 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 serviceprovider was determined. It is assumed that the consumer trust towards the enterprise or its productspromotes the sustainability of trade relations. This thesis was subject to empirical verification. Theobtained results prove the correctness of the thesis put forward. On the basis of conducted researchand after developing a model of linear regression and coefficients of correlation, it was found thatno relation exists between the trust and the length of cooperation between a given customer and agiven service provider. The results obtained could be an effect of the specificity of the sector underanalysis (oligopoly) and the group of respondents, consisting of young people. On the basis of the research and methodological limitations, it cannot be concluded thatthere is no relationship between trust and the length of trading relationship. On the other hand, thereare situations where in certain circumstances (low confidence culture) indeed such relationship maybe disturbed.