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Trust is frequently associated with service recovery (La & Choi, 2012; Mohd-Any et al., 2019) and is
defined as the perception of the service provider's arrangement, trustworthiness, respectability, and
high moral standards (Coulter & Coulter, 2002). Trust is considered critical in the service context
because the various and intangible features of services make it very difficult to verify and select
between potential offerings (Mohd-Any et al., 2019; Singh & Sirdeshmukh, 2000).

Trust is formed as a result of previous interactions with a company; Berry and Parasuraman (1991)
stated that previous interactions provide customers with numerous opportunities to evaluate an
organization's skill, kindness, and trustworthiness. Aaker et al. (2004) showed that the reconsideration
of the trustworthiness of a business is evaluated by the degree of satisfaction with the recovery phase
of the service, and perceived trustworthiness would result in a trustworthy client, providing evidence
of the positive influence of satisfaction recovery on trust (Mohd-Any et al., 2019).

Trust is critical in building a long-lasting relationship (Abdullah et al., 2019). It was proposed that
potential plans to buy back from a current provider are influenced by faith (Ghazali et al., 2018). The
decisions of the customers to either turn to another provider or continue with the current range will be
based on their previous experiences; trust will steadily grow if the previous experience was good,
resulting in customer retention (Bart et al., 2005). A positive connection between customer trust and
customer loyalty endures after service recovery (Choi & La, 2013). To be recognised, a positive
expectancy towards another party’s involvement will be assisted with thoughts of trust (Fournier,
1998; Mohd-Any et al., 2019).

A Proposed Conceptual Model

Figure 2. Brand Credibility-Customer Loyalty Model

Research Hypotheses
More recent work by Hussain et al., (2020) used the effect of trust on brand credibility in their study.
The findings applicable in this case show that trust has a positive effect on brand credibility, therefore
this is an area that requires further exploration. Brand credibility aims to clarify post-consumption
patterns. It is therefore not surprising to see several studies linking brand credibility to future variables
of response, such as intention to revisit, perception of risk, and behaviours of advocacy loyalty (Albert
et al., 2013; Baek et al., 2010; Erdem & Swait, 2004; Gin Choi et al., 2001; Kiatkawsin & Sutherland,
2020). Brand credibility is concerned with the durability of the experience instead of concentrating on
one unique service experience. Many customers prefer to rely on such knowledge signals (e.g., word-
of-mouth, personal experience, etc.) while making purchase decisions. Therefore, the opportunity to
demonstrate to customers that they should expect the same quality of service in the future helps
remove the need to start the search again. Hence, it raises the probability of repurchase and payment
of a price premium (Ha & Perks, 2005; Kiatkawsin & Sutherland, 2020; Nayeem et al., 2019).
Repurchase is related to the degree of satisfaction among customers. Studies have shown that an
improvement in customer satisfaction can be achieved by effective complaint handling and ultimately
develop brand credibility (Sham, Rehman & Rather, 2020). This observation agrees with Bougoure et

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