Respect Your Customers and Earn Their Trust: An Empirical Evidence

One of the most effective ways of establishing a quality relationship with customers is by respecting them. The purpose of this paper is to thoroughly examine the concept of respect and how it affects customers’ trust. Having developed a concrete model, we intend to determine the moderation effect of gender on the whole relationship. The framework of this study is developed from existing literature and empirical study of customers of service sectors in a few capital cities in Malaysia. Data from questionnaire survey of 469 respondents were analysed using Pearson correlation and regression analysis. Hierarchical Multiple Regression was further being used to estimate the importance of each dimension of respect on trust.