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Effect of Some Characteristics of Service Provider on Trust and Loyalty in Services Setting

서비스제공자의 특성이 신뢰와 충성도에 미치는 영향

  • 최철재 (단국대학교 경상대학 경영학부)
  • Received : 2012.07.23
  • Accepted : 2012.09.18
  • Published : 2012.09.28

Abstract

The purpose of this paper is to explain and identify how services offer-related characteristics of services providers such as service competence, reliability, and responsiveness have an effect on cognitive trust and customization characteristics of services providers has influences on affective trust. And it is to explain and identify how cognitive trust has an effects on affective trust and loyalty, and how affective trust has influence on loyalty in services setting such as apparel services of search attribute, hair services of experience attribute, and dental services of credence attribute. A survey study was conducted to collect the data with consumers who have experience purchase or search on services in apparel services, hair services, and dental services. Analysis of structural equation modeling with AMOS 18 and SPSS win 19.0 was performed to test the research hypothesis. The results of the study are as follows: First, responsiveness characteristics of service providers has an effect on cognitive trust, which in turn influences on affective trust. But there was on effect on customer loyalty by cognitive trust and affective trust in apparel service setting. Second, service competence characteristics and reliability characteristics of service providers have effect on cognitive trust, and customization characteristics of service providers has influences on affective trust, and then both of them, in turn, was effect on customer loyalty in hair service setting. Third, reliability characteristics of service providers has effects on cognitive trust and customization characteristics of service providers has influences on affective trust, and then cognitive trust has effects on customer loyalty, but there was no effects on affective trust by customer loyalty.

Keywords

Service Competence;Reliability;Responsiveness;Customization;Cognitive Trust;Affective Trust;Customer Loyalty

Acknowledgement

Supported by : 단국대학교

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