Csernák-Csorba Klaudia – Tóvölgyi Sarolta (2025): Hozzáadott érték és vevői bizalom vizsgálata marketingmenedzsment szempontból. In: Szalkai Zsuzsanna – Bíró-Szigeti Szilvia – Iványi Tamás – Kelemen-Erdős Anikó (eds.): Tudományágak kaleidoszkópja – a marketing, mint transzdiszciplináris terület. Budapesti Műszaki és Gazdaságtudományi Egyetem, Gazdaság- és Társadalomtudományi Kar: Budapest. ISBN: 978-615-112-035-4 pp. 60–66. DOI:10.62561/EMOK-2025-02

DOI

https://doi.org/10.62561/EMOK-2025-02

Authors

• Klaudia, Csernák-Csorba. Budapesti Műszaki és Gazdaságtudományi Egyetem.
• Sarolta, Tóvölgyi. Budapesti Műszaki és Gazdaságtudományi Egyetem.

Abstract

Examination of Added Value and Customer Trust from a Marketing Management Perspective

The economic challenges of the present era have brought about changes in corporate operations, as well as in the fields of marketing and management. As a result of global economic events, consumer expectations and purchasing behaviour have transformed, now centring around security, transparency, and reliability. Measures aimed at creating added value and fostering customer trust enhance corporate competitiveness. The aim of this study is to explore the relationship between added value and customer trust, as well as the role of these elements in strategic corporate decision-making. The research is based on secondary sources, examining international scientific articles published after 2018. Our findings indicate that marketing and management tools which support the creation and maintenance of customer trust include brand building, communication based on sustainability, and fast, transparent customer service processes. Added value is reflected in product attributes, personalised services, and commitment to sustainability. These factors directly and indirectly influence customer trust and foster loyalty towards the company. Digital transformation and ethical business practices contribute to strengthening customer trust, thereby reinforcing the company’s market position.

customer trust added value marketing management secondary research digital transformation

COM_DOCS_ACKNOWLEDGEMENTS

The preparation of this scientific paper was supported by the national higher education excellence scholarship within the framework of the “University Research Scholarship Programme”, project code EKÖP-24-3.

Language

hungarian

Details of publishing collection

Szalkai Zsuzsanna – Bíró-Szigeti Szilvia – Iványi Tamás – Kelemen-Erdős Anikó (eds.) (2025): Tudományágak kaleidoszkópja – a marketing, mint transzdiszciplináris terület. Budapesti Műszaki és Gazdaságtudományi Egyetem, Gazdaság- és Társadalomtudományi Kar: Budapest. ISBN: 978-615-112-035-4 DOI:10.62561/EMOK-2025

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