P/B/788. Dissertation. Trust in customer relations: theoretical analysis and case studies

The dissertation investigates the role and importance of trust in modern business examining the presence of trust in the customer relations in British biotechnological companies. A review of literature is offered touching on the failure of Enron, the theoretical underpinnings of customer relations, the current understandings of trust, the types and levels of trust, contractual relations, the models of trust formation, biotechnological industry in the North-East of England, etc. Research methods include secondary data analysis and primary research based on qualitative data (semi-structured interviews). Conclusions are made about customer relations in the three analysed companies highlighting the importance of personal trust.