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EMAC 2020 Regional Conference

The Necessary and Sufficient Conditions of Customer Loyalty: The Role of Broad-Scope Trust

Published: September 16, 2020


Ksenia Golovacheva, Saint Petersburg State University, Graduate School of Management; Maria Smirnova, Saint Petersburg State University, Graduate School of Management


customer loyalty; satisfaction; trust


Current study aims at investigating the interplay between the broad-scope trust (BST), firm trust and satisfaction in influencing consumer loyalty in telecommunications market. The results of two consumer surveys indicate that the role of BST as new institutional norm is essential: thus being high, it diminishes the role of firm trust on loyalty; and being low – it “locks in” consumers, by motivating them to stay with the service provider they do not trust, because the BST is also low.


This research has been conducted with financial support from St. Petersburg State University, (grant ID 48953001).