Building Consumer Trust in Food Suppliers: the Case of Dairy Processors in China
This article seeks to explore the relationship between a number of concepts that might be thought of as comprising distinctive dimensions of consumer trust in food suppliers. Building on previous quantity research, and using a survey methodology, face-to-face interviews with consumers were conducted in a Chinese city. A principal-component analysis revealed that the various trust items could best be described by five dimensions, namely: actual behavior, customer relationship, firm scale, providing information, and expertise. Having conducted stepwise regression, four dimensions, actual behavior, customer relationship, firm scale, and providing information were kept in the regression equation, while expertise was omitted. By carefully manipulating the four dimensions in formulating marketing strategies, managers can build consumer trust in food suppliers and gain a competitive edge in the business context.
consumer trust build dimension food suppliers
Weizhong Hu Yu Qi
Department of Economics Zhejiang University City College Hangzhou, China Department of Scientific Research Zhejiang University City College Hangzhou, China
国际会议
北京
英文
625-629
2009-07-24（万方平台首次上网日期，不代表论文的发表时间）