TRUST-CREATING FACTORS FOR THE CLIENTS AND CUSTOMERS OF BUSINESSES THAT CAN BE SET BY MARKETING TOOLS

TRUST-CREATING FACTORS FOR THE CLIENTS AND CUSTOMERS OF BUSINESSES THAT CAN BE SET BY MARKETING TOOLS

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The main purpose of the article is to explore the theoretical and methodological aspects of the development of factors that affect the emergence of trust among clients and customers of the enterprise by marketing tools.Within the framework of the study, a number of factors were identified that separately, in themselves, or in aggregate, affect the creation of consumer trust to the enterprise.Among the factors that have a positive effect on the consumer trust creation to the company, the article highlights the following: authoritativeness, similarity, credibility, seniority, celebrity, friendly relations, frequency of communication, location and actual demonstration.

Also, during the study, it was found out that the above-mentioned factors of trust can be developed among consumers by marketing communication tools, depending on the target audience.It has been determined that the feature of influence on customers and clients of certain factors may facilitate the coq-clear 100 ubiquinol sense of trust creation both to the enterprise as a whole and to the particular product or service.The article proposes the use of trust-creating marketing as an alternative to traditional marketing because the trust-based marketing model focuses on creating a large customer base of regular clients, creating a communication environment between them and the enterprise, which in turn leads to the sustainable and predictable profit of the enterprise and get possibility to go out price competition.

It is presented a schematic model that demonstrates a conceptual difference in the application of traditional marketing methods and marketing methods based on the development ilootpaperie of trust factors, which offers, at the stage between the desire to purchase product and its direct sale, to introduce three additional stages: "consumer involvement in communication", "development friendly relations between the consumer and the enterprise" and "the formation of a trusting attitude towards the enterprise by the consumer".Also, the study emphasizes, that another important component of trust-creating marketing development, opposite to the norms of traditional marketing, is that after direct sale, communication with the buyer does not stop, but on the contrary becomes consistent and constant, which urges the buyer to further interaction with the company already as a regular customer.