What Creates Trust - Diagram

Confidence is generated through the assurance that the level of expectation is met. The ‘action’ to trust the subsequent reaction to the level of confidence generated through the context of the circumstance. Confidence has been described “as an emotion of assured expectation. (…) And self-projection. (…) Confidence is a positive encouragement to action” (Barbalet, 1996). Relating to previous theory, it is interesting to note that although “Confidence brings the future into the present by providing a sense of certainty to what is essentially unknowable so that assured action with regard to it may be engaged” (Barbalet, 1996), within a business context, setting expectation is the starting point in the equation as seen in the above diagram, in creating confidence, the action to trust, managing service experience, satisfaction levels in people and ultimately it leads to customer loyalty.