Bits of Trust: How Conversational Agents build customer trust in Brands and Organizations.

In this research, we look for trust markers, elements in the conversational agent that can increase customer trust in the technology, for example, a personal form of address. We then look at how these trust markers add value to customer trust in a brand or organization.


This research project aims to help professionals of public and commercial organizations improve their digital services to enhance the customer experience.



  • A set of identified trust markers that evoke social responses.
  • Method for strategically deploying trust markers.



01 February 2021 - 01 February 2025


The research conducts qualitative and quantitative methods. An experimental and quasi-experimental study will also be carried out. Various companies from the public and commercial sectors are involved in the study.

HU researchers involved in the research

  • Indira Reynaert
    Indira Reynaert
    • PhD candidate
    • Research groups: Marketing & Customer Experience
  • Professor Tijs Timmerman
    Tijs Timmerman
    • Professor
    • Research groups: Marketing & Customer Experience
  • Harald Pol | Researcher | Marketing, Market Research and Innovation
    Harald Pol
    • Researcher
    • Research groups: Marketing & Customer Experience

Related research groups

Collaboration with knowledge partners

Behavioural Science Institute, Radboud University Nijmegen, Aegon Nederland & Conversation Design Institute

Relevance of the project

With in-depth insight into trust markers, customer experience specialists and marketers can make a sound decision about whether or not to use conversational agents as a customer relationship tool.

Any questions or want to collaborate?

Indira Reynaert

Indira Reynaert

  • PhD candidate
  • Research group: Marketing & Customer Experience