Assessing Customer Trust in the Latex Glove Industry: Fear of Covid-19 as A Moderator


  • Long Kim Hatyai University
  • Pattarawadee Maijan Prince of Songkla University
  • Teerasak Jindabot Prince of Songkla University
  • Wanamina Bostan Prince of Songkla University

DOI: 10.14456/abacj.2022.12
Published: 2022-04-30


The primary objective in this research was to seek solutions for product managers in the latex glove industry, to increase customer trust in their products during the Covid-19 pandemic. Results were obtained from a path analysis applied to a sample of data from 384 respondents. Product quality was indicated to have significant connections with both perceived value and customer trust, while perceived value was indicated to have a significant connection with customer trust. Fear of Covid-19 was identified as a moderator between product quality and customer trust. Furthermore, the results revealed how product quality significantly gained high trust from customers during the Covid-19 pandemic. Meanwhile, fear of Covid-19 also explains how individuals’ fear can significantly influence their trust in products during the pandemic period.


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