Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

Satisfaction and trust
Trust builds on when the customer has confidence in a service provider’s reliability and integrity (Morgan & 
Hunt, 1994). As satisfaction arises from meeting or exceeding the expectations of the customer, it over time 
strengthens the reliability of the service provider and cultivates trust (Ganesan, 1994; Tax et al., 1998). Evidence 
suggests that satisfaction serves as the predictor of trust (Garbarino & Johnson, 1999). Thus, the following 
hypothesis is proposed:
Hypothesis 2
: Satisfaction with service recovery positively affects trust.