Do inclusive retailers build stronger customer relationships? Evidence from a multi-wave repeated cross-sectional study

Retailers increasingly adopt diversity, equity, inclusion, and accessibility (DEIA) initiatives, yet limited evidence exists on whether and how consumers translate awareness of these initiatives into stronger customer relationships. Drawing on signaling theory, this study examines whether awareness of retailers' DEIA initiatives is associated with trust and loyalty, and whether this mechanism is consistent across annual samples and forms of diversity. Using a multi-wave repeated cross-sectional survey fielded across seven annual waves from 2019 to 2025, results show that awareness of DEIA initiatives is positively associated with trust, and trust is strongly associated with loyalty. The mechanism is consistent across all annual samples, while the magnitude varies to some extent. Although the results show variation across diversity forms, the trust-loyalty link remains consistently strong. These findings suggest that DEIA initiatives can operate as market signals for retailers’ broader customer base, with effects extending beyond the groups directly targeted by the initiatives. The study contributes to inclusive retailing research by connecting DEIA awareness with customer relationship outcomes and by showing that interventions should not be treated as interchangeable. For managers, the results highlight the importance of visible and context-sensitive DEIA initiatives embedded in the retail customer experience to support positive outcomes.