Factors affecting customer information quality perception
The role of trust, organizational fluctuations, and market turbulence
DOI:
https://doi.org/10.14267/VEZTUD.2023.12.02Keywords:
marketing, trust, perception of information quality, market turbulence, structural fluctuationsAbstract
The research examines the managerial perception of the quality of customer information, modeling the effects of trust, organizational fluctuations, and market turbulence. According to the results of the authors’ empirical research conducted on a sample of Hungarian companies, trust plays an important role in perception of the quality of information. When fluctuations within the firm cause uncertainty, the role of trust becomes more important, and marketing managers consider the information they receive from trusted colleagues, be it a direct colleague or an external market researcher, to be of even higher quality. The effect mechanism of market turbulence is different: when rapid changes in customer needs cause uncertainty in the market, the positive effect of trust in the market researcher affecting the perceived quality of information will be weaker, while the effect of trust in the sales colleague remains unchanged.
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