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

Abstract

Trainline is a global e-commerce platform, which offers over 125,000 rail

travel possibilities across 24 countries (Trainline 2017a). The brand

promises to save its customers "time, hassle and money", a commitment

which is visibly reflected in its marketing strategy (Trainline 2017a).

Trainline utilises digital communication strategies to deliver to a first class

relationship marketing experience to its customers. As a result of multiple

external influences, it is vital for the brand to construct a trustworthy

reputation, 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 trust

presents an adapted framework, which proposes that a practical,

emotional and personalised dialogue with consumers is the best method

to build trust in the rail industry.