Instead, other factors such as security and trust as
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well as service quality attributes are more likely to influence customer loyalty (Kelley et al.,
2003). Morgan and Hunt (1994, p.23) describe trust as "existing when one party has
confidence in the exchange partner’s reliability and integrity". Perceived trust refers to the
expectations held by the customer that the service provider is dependable and can be relied on
to deliver on its promises (Sirdeshmukh, Singh, & Sabol, 2002).