SURAKSHA GUPTA, JYOTI NAVARE, MIDDLESEX UNIVERSITY, UNITED KINGDOM
Abstract: Trust in the existing customer behaviour literature has been acknowledged as an important determinant of decisions made and actions taken by customers. Its multidimensional linkages are useful to both marketers and practitioners as they enable both to understand why customers behave the way they behave. This article proposes corporate image and customer’s aversion to risk as important predictors of trust that develops the sustainability of a firm in the competitive markets and influences its financial performance.
Keywords: Risk, Sustainability, Corporate Image, Performance