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Trust during retail encounters: A touchy proposition

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  • Orth, Ulrich R.
  • Bouzdine-Chameeva, Tatiana
  • Brand, Kathrin

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.

Suggested Citation

  • Orth, Ulrich R. & Bouzdine-Chameeva, Tatiana & Brand, Kathrin, 2013. "Trust during retail encounters: A touchy proposition," Journal of Retailing, Elsevier, vol. 89(3), pages 301-314.
    • Handle: RePEc:eee:jouret:v:89:y:2013:i:3:p:301-314
    DOI: 10.1016/j.jretai.2013.02.002
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    References listed on IDEAS

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