C/M/242. Masters Dissertation. Trust, Customer Relationships and the Internet: The Case of Tesco

This dissertation examines how trust is a key factor in affecting the ability of firms to build customer relationships online. It comprises an extensive literature review on the following areas: traditional and relationship marketing, customer loyalty, trust and measures of trust, and challenges that retailers face online. The study uses questionnaires aimed at Tesco customers to measure the importance that customers place on various factors of trust at different phases in the customer loyalty building process. These factors include data encryption, guarantees, Internet security and legal protections, and regulations, as well as other measures of trust, such as integrity, competence and benevolence. The questionnaire data is analysed and discussed in the context of the literature review before conclusions and recommendations are made.