与消费者建立信任有助于长期保持必要的市场份额和盈利能力。增强消费者对品牌的信任也有助于创造更大的消费者满意度市场。Alton Towers是英国最受欢迎和排名第一的主题公园(BBC, 2015)，多年来一直享有良好的消费者信任。Alton Towers一直非常重视客人的健康和安全，因此它拥有英国所有主题公园中最好的健康和安全记录(Layton, 2015)。所有车辆都要经过专业维修工程师按照严格程序进行的全面安全评估(Layton, 2015)。公司还对员工进行培训，定期进行健康和安全审计(Layton, 2015)。拥有优秀的急救护理服务和西米德兰兹急救中心培训的现场急救队伍(Layton, 2015)。结果，该公司每个季度提供了1260万辆单人车。然而，在2015年6月发生微笑过山车事故后，奥尔顿塔的声誉受到了严重损害。事故造成数人重伤，导致主题公园临时关闭(BBC, 2015)。在一个重要的夏季开始时，该事故对其交易产生了不利影响(Schram, 2015)。公司估计,半年利润预计将下降43% - -54%之间从去年的£87 m£40 m -£50米今年(Schram, 2015)。奥尔顿塔(Alton Towers)所有者梅林(Merlin)旗下所有其它游客景点的市场活动暂停，也对销售产生了强烈的负面影响.
Developing trust with the consumers contributes towards sustaining a needed market share and profitability in the long term (Giannini, 2011). Enhanced consumer trust in brands also contributes towards generating greater consumer satisfaction market place (Giannini, 2011). Alton Towers, which is the UK’s most favourite and number one theme park (BBC, 2015), has enjoyed good consumer trust for years. Alton Towers has always taken the health and safety of its guests very seriously and consequently it has the best health and safety records among all the theme parks in the UK (Layton, 2015). All its rides are subject to thorough safety assessments undertaken by specialist maintenance engineers in line with strict procedures (Layton, 2015). The company also undertakes training of its employees and conducts regular health and safety audits (Layton, 2015). It has an excellent first aid care service and an on-site responder team trained by West Midlands Ambulance Service (Layton, 2015). Resultantly, the company delivers 12.6 million individual rides every season . However, the reputation of Alton Towers following the accident of its Smiler roller-coaster ride in June 2015 has been damaged significantly. The accident resulted in several people being seriously injured and led to the temporary closure of the theme park (BBC, 2015). The accident had an adverse effect on its trading at the beginning of an important summer season (Schram, 2015). The company estimated that its half-year profit is expected to drop between 43%-54% from last year’s £87m to £40m-£50m this year (Schram, 2015). The suspension of market activity across all the other visitors’ attractions owned by Merlin – the owner of Alton Towers – also had a strong negative impact on the sales