How salespersons induce trust between consumers and retailers

Abstract

Purpose – Although there is existing research investigating trust itself, there is a need for research on the concept of trust, specifically in retail environments. The purpose of this paper is to identify specific the dimensions of the concept of trust with retailing and to note impactful antecedents as activators for managers to secure long-term business. Design/methodology/approach – The authors propose a multi-dimensional measurement scale of trust that is examined through a structural equation modeling the connections between the determinants of the concept and its various features. Findings – This research has identified two new key dimensions for trust, specific to the well-being retailing context: customer/salesperson relationship and customer/sales environment relationship. Hence, this research primarily highlights the role of the salesperson and advice in establishing and sustaining the customer-retailer trust relationship. Practical implications – On the managerial level, this research helps further an advanced relational approach in the area of consumer product distribution by paying particular attention to building and developing a trust-based relationship. This research may serve as a “handbook” for any retailer looking to establish and sustain a durable relationship with their customers. Originality/value – The paper adapts the concept of trust in the specific context of brick-and-mortar retailing and tests it thanks to a quantitative study in the field of well-being retailing. The paper uses empirical data to establish original indications regarding: new relevant dimensions for trust in a retailing context that could be used by shop managers to develop a better comprehension of trust and impactful antecedents of trust in a retailing context that could be activated by shop managers to enhance trust regarding their shops.