American express has a statement on its website which states Trust, Integrity, Security, Quality and Customer service are the hallmarks of American express. These are also the attributes of American express. Further study of words such as Trust from the dictionary give a meaning such as.
Trust: A firm belief in the reliability or truth or strength etc. of a person or thing, a confident expectation. Responsibility care. Property legally entrusted to someone. An organization formed to promote or protect something, an association to defeat competition. Have or place trust in, entrust. Hope earnestly. In trust held as a trust. On trust accepted without investigation.
Integrity: Honesty, Wholeness and Soundness.
Security: Safety, Precaution or protection against espionage, theft, or other danger. Something serving as a pledge. A certificate showing ownership of financial stocks etc.
Quality: A degree of excellence. A characteristic, something that is special in a person or thing.
Customer: A person buying goods or services from a shop etc.
Service: The act of serving being a servant; working for an employer; a department of people employed by a public organization; a system that performs work for customers or supplies public needs. The armed forces. A religious ceremony or meeting. A set of dishes etc. for serving a meal. Maintenance and repair or machinery. A game in which one serves in tennis etc. Supply with services. Pay the interest on a loan.
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