search query: @author Steenkamp, J-B. / total: 2
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| Author: | Geyskens, I. Steenkamp, J-B. Kumar, N. |
| Title: | Generalizations about trust in marketing channel relationships using meta-analysis |
| Journal: | International Journal of Research in Marketing
1998 : JUL, VOL 15:3, P. 223-248 |
| Index terms: | MARKETING CHANNELS ORGANIZATIONAL BEHAVIOUR ATTITUDES |
| Language: | eng |
| Abstract: | This paper examines the role of trust in marketing channels. The analysis of pairwise relationships involving trust indicates that trust exhibits a robust and strong relationship with other channel relationship constructs under a wide range of different conditions.Systematic patterns of variation in the correlations were explored. The results demonstrate that the use of experiments, samples drawn from multiple industries and US data tend to produce larger effects than the use of field studies, samples drawn from a single industry and European data respectively do. It was found that trust contributes to satisfaction and long-term orientation over and beyond the effects of economic outcomes of the relationship. Trust and economic outcomes both are conducive to relationship marketing success. |
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