CoChat
Sign Up
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
Open this paper in CoChat — free account

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.

Overview

Integrity signals

Registry

Crossref · 10.1177/002224379202900303

Cites

48 of 48 references verified0 citation errors · 0 not checkable

Statistics

Recomputing p-values needs the paper’s full text.

Verification

Claims the paper makes

This paper’s full text isn’t openly available, so its claims and self-check weren’t run. The registry and citation checks still apply.

Claims other papers make about this one

Each is checked against this paper’s own text: does it say what the citing paper says it does?

Citations

Cites

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

Cited by

Sorted by citations

See all 1,901

Related

See all

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

About these checks

Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.

Statistics and arithmetic are recomputed, not judged.

Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.

What counts as a claim ›How we measure confidence ›How we check this ›

Are you an author, or do you see a problem with this page? Request a review