Trust-Building Capabilities in E-Commerce: An Investigation into E-Ticketing Service in Aviation Industy
In response to an increasing competitive market arena, growing attention is being devoted in the development of capabilities as a competitive strategy that enable firms to transform input effectively into superior value propositions. This paper explores e-commerce performance through the development of trust-building capabilities in the aviation industry. Data were drawn from 115 managers out of a population of 130 managers of the four airports selected for this study. The results of our analysis showed that, trust-building capability development is significantly related to sales volume and market share. There is no significant relationship between trust-building capability development and profit. Based on the findings we conclude that trust building capabilities promotes online sales volume related to expectations. We therefore recommend that airline firms in the Nigeria aviation industry should develop trust building capabilities that will serve as a competitive strategy that offer superior value proposition to their customers.
