These are two issues that are important to every company of every size. People trust McDonalds. That's because people buy on emotion and justify with logic. Gee the local diner might be good, but it might take a long time and we're in a rush. In my seminars at Stanford and Berkeley, I always ask if people have bought books from Amazon.
Most people raise their hands.
I then ask if anyone has ever had a problem with Amazon. In one out of three seminars, one person out of hundreds will raise a hand. But they quickly say that Amazon resolved the problem in their favor, quickly and courteously. I then ask if people have telephones. Everyone raises their hands.