A vevői információminőség észlelését befolyásoló tényezők vizsgálata
A bizalom, szervezeti változások és turbulencia hatása
DOI:
https://doi.org/10.14267/VEZTUD.2023.12.02Kulcsszavak:
marketing, bizalom, információ észlelt minősége, piaci turbulencia, strukturális változásokAbsztrakt
A kutatás a vevői információk minőségének észlelését vizsgálja, modellezve a bizalom, a szervezeti változások és a piaci turbulencia hatásait. A szerzők hazai cégekből álló mintán végzett empirikus kutatásának eredménye szerint a bizalom fontos szerepet játszik az információ minőségének megítélésében. Amikor a vállalaton belül átszervezések okoznak bizonytalanságot, a bizalom szerepe felértékelődik és a marketingmenedzserek még jobb minőségűnek tartják azokat az információkat, amiket megbízható kollégáktól kapnak, legyen szó közvetlen munkatársról, vagy külső piackutatóról. A külső változások hatásmechanizmusa eltér: amikor a piacon a vevők igényeinek gyors változása okoz bizonytalanságot, a piackutatóba vetett bizalominformáció észlelt minőséget befolyásoló pozitív hatása gyengébb lesz, míg az értékesítési kolléga bizalmának hatása változatlan marad.
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