A new study conducted by Visa, the global leader in digital payments, shows that small and medium enterprises (SMEs) enjoy the highest level of trust among Croatian consumers. The research revealed that 37 percent of consumers in Croatia believe that SMEs will act correctly and in the interest of consumers, which is a higher percentage than recorded for large retailers, non-governmental organizations, or public institutions.
Consumers who participated in the study believe that this trust is based on core values such as personal approach and customer orientation, as well as principles that distinguish SMEs in the eyes of Croatian consumers. The research shows that people appreciate the way SMEs remain close to customer needs, responding agilely and flexibly where larger organizations cannot. These qualities not only strengthen relationships and loyalty but also enable SMEs to adapt and succeed. Factors that would encourage consumers to shop more frequently from SMEs include: free delivery (88 percent), fast delivery (83 percent), improved payment security measures (86 percent), and better online customer support (77 percent).
– SMEs are the backbone of the Croatian economy and enjoy consumer trust precisely because they are perceived as closer to real needs. This trust capital represents a competitive advantage that entrepreneurs can leverage through investments in secure digital solutions and quality services. At Visa, we want to support SMEs in meeting these expectations and strengthening their important role in society, said Renata Vujasinović, Director of Visa in the Republic of Croatia.
