Better Business Bureau sees trust as a function of two primary factors: integrity and performance. Integrity includes respect, ethics and intent. Performance speaks to a business’s track record of delivering results in accordance with BBB standards and/or addressing customer concerns in a timely, satisfactory manner. BBB ensures that high standards for trust are set and maintained. They exist so consumers and businesses alike have an unbiased source to guide them on matters of trust. They provide educational information and expert advice that is free of charge and easily accessible.