Trust during retail encounters : A touchy proposition

Food, wine & hospitality

publication date 05/12/2016

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The feeling of trust within the consumer has a direct impact on product evaluation and purchasing. This is even more true for the face-to-face relationship between the seller and the consumer that exists in retail businesses. What are the levers of this trust?

Small businesses are characterized by physical proximity between the seller and the customer. From this impersonal relationship, trust must be built so that a prospect transforms into a client.

Would bringing an element of touch to this exchange have an impact on the trust and, therefore, the act of buying? A study led by Tatiana Bouzdine-Chameeva and her co-authors aims to answer this question.