Trust is driven by the understanding of our motivation and an estimation of the likelihood of our future behavior based upon direct previous experience or what others say about us (i.e. reputation).
Despite this highly cognitive approach trust is emotional. It always comes down to how we feel and it is feelings we remember instead of thoughts.
Companies that make us feel good gain out trust. Companies that fail to address how we feel manage to lose it even though, on paper, they are doing everything they can to gain it.
How does dealing with you make others feel?