Chapter 4. Online Trust and Customer Power: The Emergence of Customer Advocacy

  1. Paul Warren Theoretical Physics, MSc in Electronics Project Director,
  2. Dr John Davies chairman Fellow Chartered Engineer Group Technical Advisor and
  3. David Brown BSc in Mathematics, MSc in Economics Head systems engineer Sloan Fellowship
  1. Glen L. Urban

Published Online: 8 APR 2008

DOI: 10.1002/9780470758656.ch4

ICT Futures: Delivering Pervasive, Real-Time and Secure Services

ICT Futures: Delivering Pervasive, Real-Time and Secure Services

How to Cite

Urban, G. L. (2008) Online Trust and Customer Power: The Emergence of Customer Advocacy, in ICT Futures: Delivering Pervasive, Real-Time and Secure Services (eds P. Warren, J. Davies and D. Brown), John Wiley & Sons, Ltd, Chichester, UK. doi: 10.1002/9780470758656.ch4

Editor Information

  1. BT, UK

Author Information

  1. MIT Center for Digital Business, Cambridge Center, NE20-336, Cambridge, MA 02142, USA

Publication History

  1. Published Online: 8 APR 2008
  2. Published Print: 11 APR 2008

ISBN Information

Print ISBN: 9780470997703

Online ISBN: 9780470758656

SEARCH

Keywords:

  • online transactions and trust;
  • trust and customer power and revolutionizing marketing;
  • consumer advocacy methodology;
  • online peer and editorial recommendations;
  • consumers' buying behavior and trust;
  • continuing trust in buyer–seller relationship;
  • BT customer advocacy system;
  • morphing system and Bayesian updates

Summary

This chapter contains sections titled:

  • Introduction

  • What is Trust?

  • What to Do About Growing Customer Power?

  • New ICT Frontiers in Customer Advocacy

  • Future of Customer Advocacy

  • References