The role of simplicity, humanity and transparency in communication to develop customer trust.

  1. PEDREÑO SANTOS, ANA 1
  1. 1 Universidad Complutense de Madrid
    info

    Universidad Complutense de Madrid

    Madrid, España

    ROR 02p0gd045

Libro:
Proceedings of the fourth Economics, Business and Organization Research -EBOR-
  1. Przegalinska, A. (ed. lit.)
  2. Kalkan, S. (ed. lit.)
  3. Aydin, E. (ed. lit.)
  4. Gokerik, M.

Editorial: EBOR Academy Publishing House, Turkey

ISBN: 978-605-68816-9-5

Año de publicación: 2021

Páginas: 283-291

Tipo: Capítulo de Libro

GOOGLE SCHOLAR lock_openAcceso abierto editor

Resumen

In 2019, the Spanish government's National Commission for Markets and Competition fined milk processors for causing the price of milk to collapse. The law services firms were on the lookout for farmers who had been harmed so that they could exercise their right to complain. This work starts by introducing the particularities of the rural customer, being trust the main route to purchase intentions for this target segments. Second, we show using the case study methodology, how the communication factors simplicity (simple and clear language), humanity (real understanding and kindness) and transparency (explaining their rights and how to exercise them) were the keys to gain this particular segment of consumers. As result of these communication factors, the law service firm of our study, gained the trust of more than 2000 livestock farmers, making it one of the most important collective causes in Europe.

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