Master Thesis Identifies Trust as Primary Driver of Supplier Preference in German-Speaking Optical Retail

A master thesis examines how trust and storytelling influence supplier selection among optical retailers in the German-speaking region. The study finds that trust, defined by competence, integrity, and benevolence, is the strongest factor determining supplier preference, outweighing traditional criteria like price and quality. Storytelling supports this process only when credible and aligned with actual business behavior; otherwise, it fails to build confidence. The research highlights that reliable communication and consistent service during issues are critical for maintaining trust. Digitalization was analyzed as a potential moderator. The findings suggest that optical suppliers must strategically cultivate trust through verifiable actions rather than relying solely on marketing narratives to secure long-term partnerships with independent retail stores.