THE TRUST CAPITAL AND THE 4 E SUPPORTING THE THEORY AND PRACTICE OF THE FIRM

Any entity in the market economy serves the needs expressed by customers and clients. Meeting their needs by providing quality products and services as well as reliability and by proving the possibility of coping with the permanently changing competitive conditions also ensures the development of certain components related to customer psychology, namely trust and loyalty. Economics, efficiency, efficacy and ethic (the 4 E) represent the framework of the well-functioning of a firm, both in interior, and in relationships with the environment. The ethic gives the quality of this mechanism to differentiate the firm the other from the same market.