The Effect of Customer Service to Customer Trust Through Mediation of Perceived Value, Satisfaction and Brand Image

Trust is all the more important when providing digital services and nowadays it is also crucial to establish long-lasting service provider– consumer relationships. This paper contributes in examining how customer trust is driven by customer service experience through perceived value, satisfaction and brand image. Primary data was obtained from internet users through questionnaires using purposive sampling methods. Quantitative methods were used by utilizing data obtained from active users where internet service providers have customers, using purposive sampling data collection techniques. The data will be analyzed using covariance-based structural equation modeling (CB SEM) to test and validate theoretical models by analyzing the relationships between variables. Results demonstrate that high-quality customer service contributes to increased perceived value, satisfaction and brand image; hereby enhancing customer trust. Where they receive responsive, empathetic and problem-solving service, customers see more value and derive emotional satisfaction that makes them want the brand even more. Positive experience over time help shape the image of internet provider customer being a reliable and customer oriented enterprise that could reinforce trust and loyalty in longer term. The research emphasizes that trust is not elicited immediately rather it evolves over time with sustained service quality, emotional attachment and brand authenticity. Technology should be an enabler of human empathy, not a replacement for it in customer interactions. Ability to combine digital efficiency with the human touch is no less crucial in holding on to customers and ensuring trust in a market that is highly competitive. In conclusion, the findings indicate that customer service is more than an organizational imperative it is a strategic road to trust and loyalty in the digital service market.