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

The DOI matches its Crossref record; 95 of the 95 references it cites were found in a registry or an index.

Factors Affecting Trust in Market Research Relationships

Moorman, Christine, Deshpandé, Rohit, Zaltman, Gerald·1993·Journal of Marketing
DOI 10.1177/002224299305700106
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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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95 of 95 references verified0 citation errors · 0 not checkable

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Citations

Cites

Research works printed but not linked: 17

  1. Arrow Kenneth, 1974, The Limits of Organization.
  2. Austin Jon, 1991, 1991 AMA Educators’ Proceedings, 133
  3. Barabba Vincent, 1991, Hearing the Voice of the Market.
  4. Barber Bernard, 1983, The Logic and Limits of Trust.
  5. Caplan Nathan S., 1975, The Use of Social Science Knowledge in Public Policy Decisions at the National Level.
  6. Cohen Jacob, 1983, Applied Multiple Regression for the Behavioral Sciences
  7. 10.1177/002224298905300102 · DOI
  8. Dwyer F. Robert, 1986, 1986 AMA Educators’ Proceedings, 40
  9. 10.1177/002224299005400201 · DOI
  10. Pruitt Dean G., 1981, Negotiation Behavior.
  11. Quinn Robert E., 1988, Beyond Rational Management.
  12. Rempel John K., 1986, Psychology Today, 20, 28
  13. Rogers Everett M., 1983, Diffusion of Innovations.
  14. RootAnn, and KinnearThomas C. (1991), “The Effects of Content Agreement, Decision Making Stage and Supplier Credibility on the Evaluation and Use of Marketing Research,” paper presented at the Marketing Science Institute, Cambridge, MA (June 4).
  15. 10.1177/002224298705100207 · DOI
  16. Zaltman Gerald, 1988, Journal of Advertising Research, 28, 16, 10.1080/00218499.1988.12467733 · DOI
  17. Zaltman Gerald, 1989, Journal of Advertising Research, 28, 11, 10.1080/00218499.1988.12467723 · DOI

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Metadata

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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