Abstract
This study explores the relationship between brand trust and loyalty in the context of Tesla’s digital ecosystem, focusing on how digital touchpoints, communication, innovation, and service delivery shape customer perceptions and behaviours. Using data from 110 respondents selected through judgmental sampling, the research employed correlation and regression analyses to test four hypotheses related to trust formation and loyalty development. The findings reveal that Tesla’s digital ecosystem, including social media engagement, mobile app usage, and over the-air updates, significantly influences both trust and loyalty. Communication emerged as the strongest trust-building factor, followed by innovation and service delivery. Furthermore, customer trust demonstrated a very strong positive relationship with long-term loyalty, explaining nearly 66% of its variance. These results highlight the critical role of transparent communication, continuous innovation, and interactive digital engagement in cultivating lasting brand relationships in the digital age. The study concludes that in technology-driven industries, trust is not only a by-product of performance but a deliberate outcome of integrated, customer-focused strategies.
Keywords: Tesla, Brand Trust, Customer Loyalty, Digital Ecosystem, Digital Touchpoints, Communication, Innovation, Service Delivery, Integrated Product Service Model.
References
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