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| Tekijä: | Moorman, C. Deshpand`, R. Zaltman, G. |
| Otsikko: | Factors affecting trust in market research relationship |
| Lehti: | Journal of Marketing
1993 : JAN, VOL. 57:1, p. 81-101 |
| Asiasana: | |
| Vapaa asiasana: | MARKTFORSCHUNG, MARKETING-INFORMATIONSSYSTEM, INNERBETRIEBLICHE INFORMATION, MARKETINGSTRATEGIE |
| Kieli: | eng |
| Tiivistelmä: | The use of information influences a firm's market orientation and competitive advantage. One factor that distinguishes firms that merely 'possess' information from those that 'use' information is the level of trust users have in producers of information. Trust influences the perceived quality of user/researcher interactions. This article develops a theory about factors affecting user trust in marketing researchers. After describing their conceptualization of trust, the authors present the theory and the hypotheses, discuss the implications of their study, and offer suggestions for future research. |
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