서비스제공자의 특성이 신뢰와 충성도에 미치는 영향

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

  • 최철재 (단국대학교 경상대학 경영학부)
  • 투고 : 2012.07.23
  • 심사 : 2012.09.18
  • 발행 : 2012.09.28


본 연구의 목적은 탐색속성의 의류서비스, 경험속성의 미용서비스, 신뢰속성의 치과서비스 등을 대상으로 서비스제공자의 서비스제공과 관련된 서비스역량, 반응성, 신뢰성 특성이 소비자의 인지적 신뢰에 미치는 영향과 서비스제공자의 개별고객화 특성이 소비자의 감정적 신뢰에 미치는 영향을 확인하고 설명하는 것입니다. 또한 인지적신뢰가 감정적신뢰 및 고객충성도에 미치는 영향과 감정적신뢰가 고객충성도에 미치는 영향을 확인하고 설명하는 것이다. 본 연구에서 설문은 의류서비스, 미용서비스, 치과서비스의 이용 경험이 있는 소비자를 대상으로 표본을 수집하였다. 수집된 자료는 AMOS 18과 SPSS win 19.0 통계패키지를 이용하여 제기된 연구가설을 검증하였다. 분석결과로는 첫째, 의류서비스에서 서비스제공자의 반응성 특성은 소비자의 인지적신뢰에 영향을 주었고, 이는 다시 감정적신뢰에 영향을 주었다. 그러나 고객충성도에는 영향이 없는 것으로 확인되었다. 둘째, 미용서비스에서 서비스제공자의 서비스역량 특성과 신뢰성 특성은 소비자의 인지적신뢰에 영향을 주었고, 개별고객화 특성은 소비자의 감정적신뢰에 영향을 주었으며, 인지적신뢰 및 감정적신뢰 모두 고객충성도에 영향을 주는 것으로 확인되었다. 셋째, 치과서비스에서 서비스제공자의 신뢰성 특성은 소비자의 인지적신뢰에 영향을 준 반면, 개별고객화 특성은 소비자의 감정적신뢰에 영향을 주었다. 그러나 소비자의 인지적신뢰는 고객충성도에 영향을 준 반면, 감정적신뢰는 고객충성도에 영향이 없는 것으로 확인되었다.




연구 과제 주관 기관 : 단국대학교


  2. 통계청, 2009년도 기준 서비스업 조사 보고서, 2012.
  3. 통계청, 2008년도 기준 서비스업 조사 보고서, 2012.
  4. C. Lovelock and J. Wirtz, Services Marketing, 7th eds. Global Edition: Pearson, 2011.
  5. M. L. Dertouzos, R. K. Lester, and R. M. Solow, Made in America: Regaining the Productive Edge, Cambridge, MA: The MIT Press, 1989.
  6. F. R. Dwyer, P. H. Schurr, and S. Oh, "Developing Buyer-Seller Relationships," J. of Marketing, Vol.51, pp.11-27, 1987(8).
  7. Z. Schiller, "Goodyear Is Gunning: Its Marketing Engine," Business Weeks, Vol.16, p.42, 1992(3).
  8. G. R. Massey and E. Kyriazis, "Interpersonal Trust between Marketing and R&D during New Product Development Projects," European J. of Marketing, Vol.41, No.9/10, pp.1146-1172, 2007.
  9. D. Johnson and K. Grayson, "Cognitive and Affective Trust in Service Relationships," J. of Business Research, Vol.58, pp.500-507, 2005.
  10. K. S. Coulter and R. A. Coulter, "Determinants of Trust in a Service Provider: the Moderating Role of Length of Relationship," J. of Services Marketing, Vol.16, No.1, pp.35-50, 2002.
  11. C. Sichtmann, "An Analysis of Antecedents and Consequences of Trust in a Corporate Brand," European J. of Marketing, Vol.41, No.9/10, pp.999-1015, 2007.
  12. J. C. Anderson and J. A. Narus, "A Model of Distributor Firm and Manufacturer Firm Working Partnerships," J. of Marketing, Vol.54, January, pp.42-58, 1990.
  13. V. A. Zeithaml, How Consumer Processes differ between Goods and Services, Prentice-Hall, 1991.
  14. P. Nelson, "Information and Consumer Behavior," J. of Polit Economy, Vol.78, pp.311-329, 1970.
  15. P. Nelson, "Advertising as Information", J. of Polit Economy, Vol.84, pp.729-754, 1974.
  16. Y. Hsieh, H. Chiu and M. Chiang, "Maintaining a Commited Online Customer: A Study across Search-Experience-Credence Products," J. of Retailing, Vol.81, No.1, pp.75-82, 2005.
  17. G. Ford, D. Smith, and L. John, "Consumer Skepticism of Advertising Claims: Testing Hypothesis from Economics of Information," J. of Consumer Research, Vol.16, No.4, pp.433-441, 1990.
  18. P. Kotler, Marketing Management, 13th ed., Englewood Cliffs NJ: Prentice-Hall, 2009.
  19. K. B. Murry and J. L. Schlacter, "The Impact of Services versus Goods on Consumers' Assessment of Perceived Risk and Variability," J. of The Academy of Marketing Science, Vol.18, pp. 51-55, 1990(1).
  20. A. S. Gill, A. B. Flaschner, and M. Shachar, "Factors that Affect the Trust of Business Clients in their Banks," International J. of Bank Marketing, Vol.24, No.6, pp.384-405, 2006.
  21. C. Moorman, R. Deshpande, and G. Zaltman, "Relationships between Providers and Users of Market Research: the Dymanics of Trust within and between Organizations," J. of Marketing Research, Vol.29, No.3, pp.3-15, 1992.
  22. R. Lewicki and J. Rubin, "Trust in Relationships: a Model of Trust Development and Decline," in B. Bunker and J Rubin(Eds.), Conflict, Co-operation and Justice, Jocssey-Bass, San Francisco, CA, pp.133-173, 1995.
  23. A. Parasuraman, A. Valarie, L. Zeithaml, and L. Berry, "A Conceptual Model of Service Quality and Its Implication for Future Research," J. of Marketing, Fall, pp.41-50, 1985.
  24. S. Ganesan, "Determinants of Long-Term Orientation in Buyer-Seller Relationships," J. of Marketing, Vol.58, No.2, pp.1-19, 1994.
  25. N. Kumar, L. K. Scheer, and J. E. Steenkamp, "The Effects of Perceived Independence on Dealer Attitudes," J. of Marketing Research, Vol.32, pp.348-356, 1995(8)
  26. P. M Doney and J. P. Cannon, "An Examination of the Nature of Trust in Buyer-Seller Relationships, J. of Marketing, Vol.61, pp.35-51, 1997(4).
  27. A. Lindgreen, "Trust as a Valuable Strategic Variable in the Food Industry: Different Types of Trust and their Implementation," British Food J. Vol.105, No.6, pp.310-327, 2003.
  28. L. A. Crosby, K. R. Evans, and D. Cowles, "Relationship Quality in Services Selling: an Interpersonal Influence Perspective," J. of Marketing, Vol.54, pp.68-81, 1990(7).
  29. C. Gronroos, Service Management and Marketing: Managing the Moment of Truth in Service Competition, Lexington MA: Lexington Books, 1990.
  30. M. Sako, Prices, Quality and Trust: Interfirm Relations in Britain and Japan, Cambridge: Cambridge University Press, 1992.
  31. D. Johnson and K. Grayson, "Sources and Dimensions of Trust in Service Relations," in T. A. Swartz, and D. Laccobucci(Eds), Services Marketing and Management, Thousand Oaks, CA: Sage, 1999.
  32. R. Dahlstrom and A. Nygaard, "An Exploratory Investigation of Interpersonal Trust in New and Mature Market Economies," J. of Retailing, Vol.71, No.4, pp.339-361, 1995.
  33. S. Ganesan and R. Hess, "Dimensions and Levels of Trust: Implications for Commitment to a Relationship," Marketing Letters, Vol.8, No.4, pp.439-448, 1997.
  34. R. L. Oliver, " Whence Customer Loyalty?," J. of Marketing, Vol.63, pp.33-44, 1999.
  35. T. Jones and Taylor, "The Nature and Dimensionality of Service Quality: How Many Dimensions?," J. of Services Marketing, Vol.27, No.1, pp.36-51, 2007.
  36. T. Jones and Taylor, "Service Loyalty: Accounting for Social Capital," J. of Services Marketing, Vol.26, No.1, pp.60-74, 2012.
  37. S. Hong and Y. J. James Goo, "A Causal Model of Customer Loyalty in Professional Service Firms: An Empirical Study," International J. of Management, Vol.21, No.4, pp.531-540, 2004.
  38. A. Dick and K. Basu, "Customer Loyalty: toward an Integrated Conceptual Framework," J. of the Academy of Marketing Science, Vol.22(Spring), pp.99-113, 1994.
  39. D. Wulf, G. Oderkerken-Schrὅder, and D. Iacobucci, "Investments in Consumer Relationships: a Cross-Country and Cross-Industry Exploration," J. of Marketing, Vol.65, pp.33-50, 2001(10).
  40. C. F. Surprenant and M. R. Solomon, "Prediction and Personalzation in the Service Encounter," J. of Marketing, Vol.51, No.2, pp.19-35, 1987.
  41. P. M. Doney, J. M. Barry, and R. Abratt, "Trust Determinants and Outcomes in Global B2B Services," European J. of Marketing, Vol.41, No9/10, pp.1096-1116, 2007.
  42. A. Zur, C. Leckie, and C. M. Webster, "Cognitive and Affective Trust Between Australian Exporters and their Overseas Buyers," Australasian Marketing J. Vol.20, pp.73-79, 2012.
  43. J. B. Heide and A. M. Weiss, "Vendor Consideration and Switching Behavior for Buters in High Technology Markets," J. of Marketing, Vol.59, pp.30-43, 1995(7).
  44. R. C. Mayer and J. H. Davis, "The Effect of Performance Appraisal System on Trust for Management: A Field Quasi-Experiment," J. of Applied Psychology, Vol.84, No.1, pp.123-136, 1999.
  45. M. Voeth and C. Rabe, "Industriegütermarken," in M. Bruth(Ed.), Handbuch Markenführung, 2nd ed, Weisbaden: Gabler, pp.75-94, 2004.
  46. G. Easton and L. Araujo, "Market Exchange, Social Structures, and Time," European J. of Marketing, Vol.28, No.3, pp.72-84, 1994.
  47. A. Parasuraman, V. A. Zeithaml, and L, L. Berry, "SERVQUAL: Multiple-Item Scale for Measuring Consumer Perception of Service Quality," J. of Retailing, Vol.64, Spring, p.12-40, 1988.
  48. J. E. Scott, "Facilitating Interorganizational Learning with Information Technology," J. of Management Information System, Vol.17, pp.81-113, 2000.
  49. J. K. Lempel, J. G. Holmes, and M. P. Zanna, "Trust in Close Relationships," J. of Personality and Social Psychology, Vol.49, No.1, pp.95-112, 1985.
  50. A. H. Y. Hon and L. Lu, "The Mediating Role of Trust between Expatriate Procedural Justice and Employee Outcomes in Chinese Hotel Industry," International J. of Hospitality Management, Vol.29, No.4, pp.669-676, 2010.
  51. S. Wang, E. C. Tomlinson, and R. A. Noe, "The Role of Mentor Trust and Protege Internal Locus of Control in Formal Mentoring Relationships," J. of Applied Psychology, Vol.95 No.2, pp.358-367, 2010.
  52. J. D. Lewis and A. Weigert, "Trust as a Social Reality," Social Forces, Vol.63, pp.967-985, 1985.
  53. K. Atuahene-Gima and H. Li, "When Does Trust Matter Antecedents and Contingent Effects of Supervisee Trust on Performance in Selling New Products in China and the United States," J. of Marketing, Vol.66, pp.61-81, 2002.
  54. R. M. Morgan and S. D. Hunt, "The Commitment-Trust Theory of Relationship Marketing," J. of Marketing, Vol.58, pp.20-38, 1994(7).
  55. P. M. Doney and J. P. Cannon, " "An Examination of the Nature of Trust in Buyer-Seller Relations," J. of Marketing, Vol61, pp.35-51, 1997(4).
  56. A. Parkhe, "Strategic Alliance s Structuring: A Game Theoretic and Transaction Cost Examination of Inter-Firm Cooperation," Academy of Management J., Vol.36, No.4, pp.739-794, 1993.
  57. V. A. Zeithaml, L. L. Berry, and A. Parasuraman, "The Behavioral Consequences of Service Quality," J. of Marketing, Vol.60, No.2, pp.31-46, 1996.
  58. P. Sun and C. Lin, "Building Customer Trust and Loyalty: An Empirical Study in a Retailing Context," The Services Industrial J., Vol.30, No.9, pp.1439-1455, 2010.
  59. D. Sirdeshmukh, J. Singh, and B. Sabol, "Consumer Trust, Value, and Loyalty in Relational Exchanges," J. of Marketing, Vol.66, No.1, pp.15-37, 2002.