Trust has been defined as “a measure of the quality of a relationship between two people…or between a person and an organization” (Hurley, 2006, p 18). Each individual has a propensity to trust that varies due to several factors including previous experiences, perception, motivation, risk, lifestyle and personal beliefs and attitudes. As a result, companies can build long-term relationships with consumers by providing superior customer service while being consistent and transparent (Adams, 2014). Companies must be consistent in every aspect of their business