Trust is hard to gain so as much as possible, a site should create a good impression from the beginning. It must capture the attention of players and assure them that they will give them a good service. If a site is trusted, all good things will follow and it could build up a good reputation easily.
That I agree, we all want to settle or play on trusted casinos, all casinos want to be reputable but there comes a time that there are fake accusations coming from cheaters, and there are miscommunications also, like a player very impatient to cashout when the support is checking his activity we have to follow casinos we're playing because if there are complaints and they are addressing those issues and they are fair in addressing it.