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PROBLEMS OF MODERN ECONOMICS, N 4 (88), 2023
PROBLEMS OF MARKETING. LOGISTICS
Syropiatov V. V.
PhD student, Department of Economics, St. Petersburg State University

Impact of customer support service upon the formation of brand confidence: the case of financial technology sector (Russia, St. Petersburg)
The article focuses on the impact of high-quality customer support service upon the formation of brand confidence in the field of financial technologies. Based on the analysis of available scientific papers, the author discusses the impact of support service upon brand credibility, shows that a high-quality response to customer requests and problems contributes to building trust, and distinguishes a special role of the service in the field of financial technologies, where customers value responsiveness. The empirical part of the study includes a questionnaire survey of 586 clients of a large financial and technological company in India. The results showed that for 38% of respondents the most important factor is the quality of the support service.
Key words: brand capital, customer support service, brand trust, financial technologies, loyalty formation
Pages: 98 - 101


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