The Effect of Perceived Quality Factors on Customer's Behavioral Intention Due to Brand Trust (Case Study: Iranian Automobile-making Companies)

Most of authors have emphasized on the importance of trust for reaching organizational success. Organizations need to know how trust-making acts as an interactive process and what effects do policies and activities of organization have on the level of customer's trust. This is a demonstrated fact that building trust in customers is an excellent way for improving profit. This study aims to survey the quality factors shaping the customer trust to Iranian automobile-making companies, since scholars on management believe that the quality of products and services has significant effect on customer's trust.
Needed data in this study have been gathered by using researcher-designed questionnaires. These questionnaires are distributed among the customers of Iranian automobile-making companies in Tehran. In order to evaluate and test hypotheses, Confirmative factor analysis and SEM have been used. In the end, all of hypotheses were accepted. This study has some practical implications for issue areas such as service quality, satisfaction, trust and loyalty of customers.