Trust is an antecedent of loyalty because the customer trusts the organization to do the things that it is supposed to do, implicitly or explicitly.

Question

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Trust is considered an antecedent of loyalty because when customers trust an organization, they are more likely to continue using its products or services and engage in positive behaviors such as repeat purchases, which are indicators of loyalty. Trust builds the foundation for a relationship where customers feel confident in the organization's ability to meet their expectations, leading to loyalty.

Trust Is an Antecedent of Loyalty Because the Customer Trusts