Trust Building Strategies and Service Selection Decision-Making for Business Support Services via Facebook Platform
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Abstract
This qualitative research primarily aims to: 1) examine and analyze the strategic factors influencing perceived trustworthiness of customers toward utilizing business support services via social media, 2) analyze the behavior and chronological stages within the service selection process of entrepreneurs, focusing on the relationship between credibility perception and risk mitigation, and 3) synthesize and propose a strategic trust-building model for business support organizations on social media platforms to foster sustainable competitiveness. Adopting an in-depth case study methodology, data was gathered through semi-structured interviews with 12 key informants consisting of business owners with consistent experience in utilizing business support services. Data were rigorously analyzed using thematic analysis techniques.The findings indicate that: 1) successful trust-building strategies rely on the integration of ability, benevolence, and integrity of the service provider; 2) the customer decision-making journey is driven by risk mitigation through the Zero Moment of Truth (ZMOT) and the Messy Middle stages, where humanized conversational voice and prompt responsiveness serve as the final decisive catalysts; and 3) the most effective trust-building framework is the Triple-T Model, comprising Targeted Knowledge, Transparent Process, and Tactful Engagement. This model functions as a strategic mechanism that transitions the service provider's role from a conventional contractor to a sustainable strategic partner in the digital economy.
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