Please use this identifier to cite or link to this item: https://hdl.handle.net/2440/84495
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Type: Journal article
Title: Trust during retail encounters: a touchy proposition
Author: Orth, U.
Bouzdine-Chameeva, T.
Brand, K.
Citation: Journal of Retailing, 2013; 89(3):301-314
Publisher: Elsevier
Issue Date: 2013
ISSN: 0022-4359
1873-3271
Statement of
Responsibility: 
Ulrich R. Orth, Tatiana Bouzdine-Chameeva, Kathrin Brand
Abstract: Adopting an interpersonal communication perspective, this study examines the propositions that a salesperson's touch increases trust, which increases product evaluations and purchase intention. These relationships are evaluated in a contact and non-contact culture, with need for touch (NFT) examined as an additional moderator. An exploratory series of in-depth interviews provides an initial understanding of these relationships, followed by a 2 (touch/no touch condition) × 2 (consumers in France/Germany) experiment with wine serving as the example category. The findings indicate that touch does not uniformly instill trust in customers. Instead a salesperson's touch relates to greater trust only when consumers have an inherent NFT or when they are from a culture where personal touching behavior is less prevalent. Trust, in turn, relates positively to evaluations of product attractiveness, quality, and to purchase intention. © 2013 New York University.
Keywords: France; Germany; Salesperson; Quality; Trust; Touch; Wine
Rights: Copyright © 2013 New York University
DOI: 10.1016/j.jretai.2013.02.002
Appears in Collections:Aurora harvest 7
Business School publications

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