Exploring customer trust and relationships in the online environment
type: CreativeWork
description: This thesis presents eleven selected publications concerning trust and relationships in the online environment. The evolution of the research over ten years showcases the author’s dedication to the practical application of marketing for the benefit of organisations and individuals alongside contribution to academic knowledge. The advent of new technology by way of the internet has added a new dimension to the complexity of marketing strategy and, from a practical point of view, marketers need to incorporate cutting edge technology into their strategic thinking. Existing literature at the time that the author started this research was at the nascent stage and over the period of the research, it became obvious that technology could be used as a tool to help build relationships. Conversely, customers demonstrated varying degrees of trust in both the technologies and the organisations using online-based tools. It became essential, therefore, for organisations to appear trustworthy in order for customers to engage with online marketing platforms and subsequently entrust their purchasing activities to the online environment. The research appraised in this thesis makes a significant contribution to knowledge about marketing in the online environment and the implications of engendering consumer trust. Six key contributions to knowledge are claimed as a result of this work. Firstly, a framework for using online marketing strategically has been developed. Secondly, an analysis of how online marketing fits into the traditional marketing framework is provided. Thirdly, the author introduces the notion that trust in a brand influences online behaviour by reducing perceived risk, leading to consumers committing to online purchasing. Fourthly, online brand elements used to create credibility of a B2B brand are identified. Fifthly, the author presents an identification of how structural elements of websites can be utilized to differentiate online brands from competitors’ offerings.…
abstract: This thesis presents eleven selected publications concerning trust and relationships in the online environment. The evolution of the research over ten years showcases the author’s dedication to the practical application of marketing for the benefit of organisations and individuals alongside contribution to academic knowledge. The advent of new technology by way of the internet has added a new dimension to the complexity of marketing strategy and, from a practical point of view, marketers need to incorporate cutting edge technology into their strategic thinking. Existing literature at the time that the author started this research was at the nascent stage and over the period of the research, it became obvious that technology could be used as a tool to help build relationships. Conversely, customers demonstrated varying degrees of trust in both the technologies and the organisations using online-based tools. It became essential, therefore, for organisations to appear trustworthy in order for customers to engage with online marketing platforms and subsequently entrust their purchasing activities to the online environment. The research appraised in this thesis makes a significant contribution to knowledge about marketing in the online environment and the implications of engendering consumer trust. Six key contributions to knowledge are claimed as a result of this work. Firstly, a framework for using online marketing strategically has been developed. Secondly, an analysis of how online marketing fits into the traditional marketing framework is provided. Thirdly, the author introduces the notion that trust in a brand influences online behaviour by reducing perceived risk, leading to consumers committing to online purchasing. Fourthly, online brand elements used to create credibility of a B2B brand are identified. Fifthly, the author presents an identification of how structural elements of websites can be utilized to differentiate online brands from competitors’ offerings.…
author: Harridge-March, S
language: en
date published: 2012
date modified: 2026-07-24T03:44:45Z
provider: Oxford Brookes University
publisher: Networked Digital Library of Theses and Dissertations
type: WebPage
source organization: Oxford Brookes University