Published through 2026-11-03 09:41 UTC · Automated cloud publishing.
Master Thesis Identifies Trust as Primary Driver of Supplier Preference in German-Speaking Optical Retail
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A newly published master thesis investigates the factors influencing supplier selection among optical retailers in the German-speaking region. The study highlights trust and storytelling as critical elements in this decision-making process. According to the research findings, trust is identified as the primary driver for supplier preference. The thesis defines trust through three specific dimensions: competence, integrity, and benevolence. These attributes are presented as foundational to establishing reliable relationships between optical retailers and their suppliers. While the report emphasizes the role of narrative techniques (storytelling) alongside trust, it positions trust as the dominant factor. The analysis focuses specifically on the market dynamics within German-speaking countries, suggesting that these insights may be particularly relevant to stakeholders operating in that geographic area. The available reporting confirms the existence of the study and its core conclusion regarding the importance of trust, but does not provide further details on the methodology, sample size, or specific recommendations derived from the thesis.
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- eyebizzMaster 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.