Small and medium enterprises (SMEs) have been competing for survival in the business arena among established organizations. Competitive foodservice business today requires a unique and lasting brand experience to capture customer loyalty. Despite that, earning customer trust is vital to ensure...

In the business arena, every manager hopes to prolong their business lifespan through customer loyalty. Therefore, it is important to understand the predictor and influence of customer trust in order to strengthen the customer-brand relationship. Customer trust is formed from rational and...

Brand trust is a powerful asset for Small and Medium size Enterprises (SMEs) to retain good relationships with their loyal customers, to ensure their long term survival. However, SME managers first need to understand the consequences of the two unique emotional and rational components of trust...