Tillit och beslutsprocesser i en digitaliserad värld : Hur resebyråernas hemsidor påverkar kunders tillit i deras beslutsprocesser

Sammanfattning: Customers today use travel agencies that exist on the internet more frequently. However, what makes the customer trust a specific website? The purpose of this study is to examine if a customers’ trust towards a travel agency is affected by the agency’s website and the role trust plays in customers’ decision-making process. To examine this purpose a web survey and interviews were carried out. The web survey totals 110 responses and 15 people were selected through snowball sampling for the interviews. Results demonstrate that customers are affected by the design of the website in a way that it decides whether or not the customer will invest time and use the website. Furthermore, after getting past the first stage customers then decide whether or not a website is trustworthy depending on a set of factors including but not limited to security, information and navigation. The customers’ decision-making process is affected by trust in a later stage when the customer evaluates the possible alternatives. However when it comes to choosing a website, a customer might choose to buy a product from a website he/she has previously used due to already having built a trust towards the website and therefore refrains from using an unknown website. In that sense, trust is present from previous experiences and affects the customer in an earlier stage of the decision-making process.