oa Journal of Marketing - King III - pushing for trust and transparency : services SETA
A recent study by Edelman found that 83% of stakeholders believe that transparency and honest practices have the greatest single impact on their purchasing decisions (with trust following a close 2nd). This makes it the single biggest driver of business, ranking well ahead of both quality of service and product (which now comes in 3rd). Stakeholders are climbing Maslow's hierarchy of consumer needs and they want more - much, much more! Great products and services are simply no longer enough.
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