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

Trust and loyalty 
Gwinner et al. (1998) indicated that the psychological benefit of belief and trust is more important than 
special treatment or social benefit in the relationship between service firms and customers. Therefore, customers 
developing trust with service providers have proper reasons to maintain the relationship with them. Because of these 
inherent characteristics of service itself, a service firm like a hotel is able to employ trust as the most powerful 
marketing tool to build customer loyalty. In light of the aforementioned evidence, the following hypothesis is 
proposed:
Hypothesis 6
: Trust through satisfaction with service recovery positively affects loyalty.