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Journal of Promotional Communications

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Published

2018-09-30

Issue

Vol. 6 No. 2 (2018): Special Issue on Relationship Marketing

Section

Articles

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An analysis of Trainline’s digital communications strategies and their impact on creating trustworthiness and trust amongst consumers

Chris Bowditch

Abstract

Trainline is a global e-commerce platform, which offers over 125,000 railtravel possibilities across 24 countries (Trainline 2017a). The brandpromises to save its customers "time, hassle and money", a commitmentwhich is visibly reflected in its marketing strategy (Trainline 2017a).Trainline utilises digital communication strategies to deliver to a first classrelationship marketing experience to its customers. As a result of multipleexternal influences, it is vital for the brand to construct a trustworthyreputation, overcome uncertainty and develop trust from its customers,an angle that has received less attention from academics (Sekhon et al.2014). This paper explores existing research into trustworthiness and trustpresents an adapted framework, which proposes that a practical,emotional and personalised dialogue with consumers is the best methodto build trust in the rail industry.