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http://dx.doi.org/10.5392/JKCA.2011.11.4.347

Formation of Trust by Duration of Relationship in Services Setting  

Choi, Chul-Jae (단국대학교 경영학부)
Publication Information
The Journal of the Korea Contents Association / v.11, no.4, 2011 , pp. 347-360 More about this Journal
Abstract
This paper is to identifies relationship between service quality, trust toward employees, trust toward store and store loyalty by investigate how service quality influences on trust toward employees and trust toward store, and its, in turn, influence on store loyalty and explain the moderating effect in relationships between service quality and trust toward employees, and service qualty and trust toward store in bank services setting. A survey study was conducted to collect the data with the actual service purchasers at domestic mayor banks. Analysis of structural equation modeling with AMOS 18.0 was performed to test the research hypothesis. The results of the study are as follows: First, it was found to the moderating effect in relationships between empathy dimension of service quality and trust toward employees, and assurance dimension of service quality and trust toward store. Second, service quality shows differential effects on both trust toward employees and trust toward store by dimension but trust toward employees influence on both trust toward store and it, in turn, influence on store loyalty. To sum up, it have to build empathy of service quality for increase of trust toward their customer who have high duration of relationship and have to build assurance of service quality for increase of trust toward store in bank service settings.
Keywords
Service Quality; Trust Toward Employees; Trust Toward Store; Store Loyalty; Duration of Relationship;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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