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Abstract
A manufacturer outsourcing the sales function to an independent sales representative relies on the representative to obtain information about the selling environment and share it effectively. To understand the influence of this communication, manufacturers' opinions of the quality of information provided to them was examined. Information quality was studied in relation to the manufacturer's trust and two antecedents to trust. The representative's performance and compatibility were examined. Using survey data collected from 115 manufacturers, a path analysis was completed to test hypothesized relationships. Findings indicate that improving the quality of information is related to increases in manufacturer trust and the antecedents.
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Abstract
A manufacturer outsourcing the sales function to an independent sales representative relies on the representative to obtain information about the selling environment and share it effectively. To understand the influence of this communication, manufacturers' opinions of the quality of information provided to them was examined. Information quality was studied in relation to the manufacturer's trust and two antecedents to trust. The representative's performance and compatibility were examined. Using survey data collected from 115 manufacturers, a path analysis was completed to test hypothesized relationships. Findings indicate that improving the quality of information is related to increases in manufacturer trust and the antecedents.