Cited by 3,659Customer Service Quality and LoyaltyBusiness and Management StudiesMarketing and Advertising Strategies

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Factors Affecting Trust in Market Research Relationships

Moorman, Christine, Deshpandé, Rohit, Zaltman, Gerald·1993·Journal of Marketing

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Abstract

Building on previous work suggesting that trust is critical in facilitating exchange relationships, the authors describe a comprehensive theory of trust in market research relationships. This theory focuses on the factors that determine users’ trust in their researchers, including individual, interpersonal, organizational, interorganizational/interdepartmental, and project factors. The theory is tested in a sample of 779 users. Results indicate that the interpersonal factors are the most predictive of trust. Among these factors, perceived researcher integrity, willingness to reduce research uncertainty, confidentiality, expertise, tactfulness, sincerity, congeniality, and timeliness are most strongly associated with trust. Among the remaining factors, the formalization of the user's organization, the culture of the researcher's department or organization, the research organization's or department's power, and the extent to which the research is customized also affect trust. These findings generally do not change across different types of dyadic relationships.

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Authors: Moorman, C., Deshpandé, R., & Zaltman, G.
Affiliations: University of Wisconsin–Madison (US)
Dartmouth College (US)
Harvard University (US)
ORCID: Moorman, Christine
Venue: Journal of Marketing
Publisher: SAGE Publications
Published: 1993-01
Volume: 57
Issue: 1
Pages: 81-101
ISSN: 0022-2429 (ISSN-L)
1547-7185
DOI: 10.1177/002224299305700106
OpenAlex: W2070951272
Cited by: 3,659
References: 95
Citations by year: 2026: 44 · 2025: 66 · 2024: 112 · 2023: 104 · 2022: 141 · 2021: 173 · 2020: 157 · 2019: 159 · 2018: 133 · 2017: 167 · 2016: 161 · 2015: 203 · 2014: 208 · 2013: 196 · 2012: 188
FWCI: 21.37
Type: journal article
Language: en
Open access: closed
Licence: journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations: Journal of Marketing (publishedVersion)
Topics: Social Sciences › Business, Management and Accounting › Marketing › Customer Service Quality and Loyalty
Social Sciences › Business, Management and Accounting › Business and International Management › Business and Management Studies
Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
Keywords: trust, exchange relationships, interpersonal trust, scientific uncertainty, confidentiality, researcher expertise, organizational factors, interorganizational relationships, dyads

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Factors Affecting Trust in Market Research Relationships

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