• 4 – Trust-based models Drivers of Trust: Brand Strength
    		•

    – Multichannel Buying Models




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    3 – Multichannel Buying Models


    • Customer experience involves the impact of multi-channels which is important to build assess customer behavior, expectations & perceptions.

    Lexus Example:

    • Asses the relative consistency between channels to know channel importance to overall attitude towards brand purchase & experience.




    • Main result was that the relations through interactive channels has imperative role in influencing attitudes & build best experience.


    4 – Trust-based models
    Drivers of Trust:

    1. Brand Strength: Supported by: Ads, WOM, offline contracts

    2. Privacy: Supported by: Disclosures, reputation, guarantees

    3. Security: Supported by: Disclosures, reputation, guarantees

    4. Navigation and presentation: Supported by: usability, accessibility, persuasion

    5. Advice: Supported by: detailed, information, buyer's guide

    6. Community: Supported by: reviews, ratings, forum


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