Journal of Economics, Business and Management (JOEBM)
Consumer trust has been a topic of interest for marketing researchers since long. In retail, it is seen as the single most powerful relationship marketing tool. Despite this fact, there has been no well accepted measure of consumer trust in retail context which considers all aspects of customer evaluations of a retail firm. This paper describes the development of a 14 item scale which is a collection of all those factors which can help build consumer trust for a retail firm. Using exploratory factor analysis, four distinct trust dimensions have emerged that were termed: employees, experience, dependability, and worthiness.