Trust of Potential Buyers in New Entrepreneurial Ventures : An Analysis of Trust Drivers, the Relevance for Purchase Intentions, and the Moderating Effect of Product or Service Qualities

The concept of customer loyalty has come to play an important role in established businesses. It is a well-known fact that a higher level of customer loyalty leads to greater company success. As a result, instruments of Relationship Marketing and the role played by trust and the creation of trust are becoming increasingly important. This is also the case with young enterprises: Brinkmann, for example, has ascertained that customer loyalty can contribute to success even in the early stages of company development. However, the role played by trust in this process until now appears to have been i