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Cited by 1,901Customer Service Quality and LoyaltyCompetitive and Knowledge IntelligenceMarketing and Advertising Strategies

The DOI matches its Crossref record; 48 of the 48 references it cites were found in a registry or an index.

Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations

Moorman, Christine, Zaltman, Gerald, Deshpande, Rohit·1992·Journal of Marketing Research
DOI 10.1177/002224379202900303
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Abstract

The authors investigate the role of trust between knowledge users and knowledge providers. The kind of knowledge of special concern is formal market research. Users include marketing and nonmarketing managers; providers include marketing researchers within a user's own firm and those external to the firm. A theory of the relationships centering on personal trust is developed to examine (1) how users’ trust in researchers influences various relationship processes and the use of market research and (2) how the relationships vary when examined across dyads. The relationships were tested in a sample of 779 users and providers of market research information. Results indicate that trust and perceived quality of interaction contribute most significantly to research utilization, with trust having indirect effects through other relationship processes, as opposed to important direct effects on research utilization. Deeper levels of exchange, including researcher involvement in the research process and user commitment to the research relationship, however, have little effect on research use. Finally, the relationships in the model show few differences depending on whether the producer and user share marketing or research orientations. Interorganizational dyads, however, generally exhibit stronger model relationships than intraorganizational dyads.

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Crossref · 10.1177/002224379202900303

Cites

48 of 48 references verified0 citation errors · 0 not checkable

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Citations

Cites

Show all 47 references

Research works printed but not linked: 18

  1. Asher Herbert B., 1976, Causal Modeling.
  2. Austin Jon R., 1991, Proceedings of Summer Educators’ Conference
  3. Barabba Vincent, 1991, Hearing the Voice of the Market.
  4. 1991, Business Week, 72
  5. Caplan Nathan S., 1975, The Use of the Social Science Knowledge in Public Policy Decisions at the National Level.
  6. Cialdini Robert B., 1985, Influence.
  7. Cohen Jacob, 1983, Applied Multiple Regression for the Behavioral Sciences
  8. Dwyer F. Robert, 1986, AMA Educators’ Proceedings, 40
  9. Marketing Science Institute, 1990, Research Priorities 1990–1992.
  10. Naisbett John, 1984, Megatrends.
  11. Newman Joseph, 1962, Harvard Business Review, 40, 105
  12. Pruitt Dean G., 1981, Negotiation Behavior.
  13. Rogers Everett, 1983, Diffusion of Innovations.
  14. 10.1177/002224298705100101 · DOI
  15. Simon Herbert, 1957, Models of Men, 37
  16. Zaltman Gerald, 1989, The Use of Developmental and Evaluative Advertising Research.
  17. Zaltman Gerald, 1988, Journal of Advertising Research, 28, 16, 10.1080/00218499.1988.12467733 · DOI
  18. Zaltman Gerald, 1989, Journal of Advertising Research, 29, 11

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Metadata

Authors
Moorman, C., Zaltman, G., & Deshpande, R.
Affiliations
  • University of Wisconsin–Madison (US)
  • Harvard University (US)
  • Professor of Marketing, Amos Tuck School of Business Administration, Dartmouth College.
ORCID
Moorman, Christine
Venue
Journal of Marketing Research
Publisher
SAGE Publications
Published
1992-08
Volume
29
Issue
3
Pages
314-328
ISSN
  • 0022-2437 (ISSN-L)
  • 1547-7193
DOI
10.1177/002224379202900303
OpenAlex
W4244286381
Cited by
1,901
References
47
Citations by year
2026: 59 · 2025: 69 · 2024: 96 · 2023: 130 · 2022: 126 · 2021: 159 · 2020: 169 · 2019: 166 · 2018: 101 · 2017: 65 · 2016: 72 · 2015: 71 · 2014: 73 · 2013: 52 · 2012: 47
FWCI
8.30
Type
journal article
Language
en
Open access
closed
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations
Journal of Marketing Research (publishedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Customer Service Quality and Loyalty
  • Social Sciences › Business, Management and Accounting › Strategy and Management › Competitive and Knowledge Intelligence
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
Keywords
trust, knowledge providers, knowledge users, interorganizational relationships, exchange, user commitment, researcher participation, marketing managers

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