Trust Between Customers and Hotels: Through the Expression of Trust of Customers
Abstract: The thesis aims to explore the customers' attitude and perception about trust between customers and hotels through the expression of trust of customers. Hotels nowadays interact and build relationships with customers frequently where there are many possible terms evoking expression of trust customers. In order to study the dynamic feature of trust, a qualitative approach is used. A netnographic approach is conducted on Tripadvisor and qualitative content analysis is chosen to collect and analyze empirical data. The themes are identified regarding trust between customers and hotels which are "customer trust in hotels" and "Hotel trust in customers". Several terms evoking customers' expression of trust under the two themes are also discussed. The thesis is able to contribute to gaining understanding on trust where hotels can take the contribution as the practical implication when employing trust to deal with customers.
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