Browse > Article
http://dx.doi.org/10.9716/KITS.2013.12.3.039

Cognitive and Affective Trust in IT Consulting Service  

Park, Jungi (연세대학교 IT정책전략연구소)
Cho, Cheulhyun (연세대학교 IT정책전략연구소)
Kim, Hanbyeol (연세대학교 IT정책전략연구소)
Lee, Jungwoo (연세대학교)
Publication Information
Journal of Information Technology Services / v.12, no.3, 2013 , pp. 39-54 More about this Journal
Abstract
IT consulting is becoming a norm rather than exception in this age of smart work and information revolution. As IT consulting is one of the knowledge intensive services requiring high credence on both sides, maintaining a good trustful relationship is critical in sustenance of strategic partnership between business firms and IT service firms. Trust is known to be one of the salient constructs in service relationships. In this study, building from the social psychology literature, trust is conceptualized as two dimensions : cognitive and affective trust. Using two dimensions of trust as mediators, a research model is constructed for IT consulting specific context : relationship continuance intention as the dependent construct while expertise, service performance, reputation, relationship satisfaction and value similarity as antecedents of cognitive and affective trust. 145 data points were collected through a survey of IT service client project managers retrospectively asking their experience with IT consultants. Findings suggest that cognitive trust is associated with perceived level of expertise and service performance while affective trust with relationship satisfaction and value similarity, respectively. Interestingly, the paths from reputation are found to be statistically insignificant towards both dimensions of trust, indicating IT service context would be more practically outcome oriented than any other professional service context. Also, cognitive trust seems to maintain stronger influence on relationship continuance intention as anticipated. Implications and limitations are discussed at the end.
Keywords
Cognitive Trust; Affective Trust; Relationship Continuance Intention; Expertise; Service Performance; Reputation; Relationship Satisfaction; Value Similarity; IT Consulting; IT Service;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
연도 인용수 순위
1 Berry, L. L., "Relationship marketing of services-growing interest, emerging perspectives", Journal of the Academy of marketing science, Vol.23, No.4(1995), pp.236-245.   DOI   ScienceOn
2 Bitner, M. J., "Evaluating service encounters : the effects of physical surroundings and employee responses", the Journal of Marketing, Vol.54, No.2(1990), pp.69-82.   DOI   ScienceOn
3 Blau, P. M., Exchange and power in social life, Transaction Publishers, 1964.
4 Bradach, J. L. and R. G. Eccles, "Price, authority, and trust : From ideal types to plural forms", Annual review of sociology, Vol.15, (1989), pp.97-118.   DOI   ScienceOn
5 Carr, C. L., "Reciprocity : the golden rule of IS-user service relationship quality and cooperation", Communications of the ACM, Vol. 49, No.6(2006), pp.77-83.
6 Chin, W. W., The partial least squares approach for structural equation modeling, Lawrence Erlbaum Associates Publishers, Mahwah, NJ, 1998.
7 Chowdhury, R., "Organizational Design and Firm-Wide Collaboration : Retrospective Appreciation of a Change-Led Consulting Intervention in India within a Systems Thinking Paradigm", Systems Research and Behavioral Science, Vol.29, No.4(2012), pp.402-419.   DOI   ScienceOn
8 Clark, C., P. Drew, and T. Pinch, "Managing prospect affiliation and rapport in real-life sales encounters", Discourse Studies, Vol.5, No.1(2003), pp.5-31.   DOI   ScienceOn
9 Coulter, K. S. and R. A. Coulter, "The effects of industry knowledge on the development of trust in service relationships", International Journal of Research in Marketing, Vol.20, No. 1(2003), pp.31-43.   DOI   ScienceOn
10 Zur, A., C. Leckie, and C. M. Webster, "Cognitive and affective trust between Australian exporters and their overseas buyers", Australasian Marketing Journal(AMJ), Vol.20, No. 1(2012), pp.73-79.   DOI   ScienceOn
11 Crosby, L. A., K. R. Evans, and D. Cowles, "Relationship quality in services selling : an interpersonal influence perspective", the Journal of Marketing, Vol.54, No.3(1990), pp.68-81.   DOI   ScienceOn
12 Dimitriadis, S. and N. Kyrezis, "Does trust in the bank build trust in its technology-based channels?", Journal of financial services marketing, Vol.13, No.1(2008), pp.28-38.   DOI   ScienceOn
13 Donath, J. S., "Identity and deception in the virtual community", Communities in cyberspace, Vol.1996(1999), pp.29-59.
14 Doney, P. M. and J. P. Cannon, "An examination of the nature of trust in buyer-seller relationships", the Journal of Marketing, Vol. 61(1997), pp.35-51.   DOI   ScienceOn
15 Dowling, G., Creating Corporate Reputations : Identity, Image and Performance : Identity, Image and Performance, OUP Oxford, 2000.
16 Erdem, F. and J. Ozen, "Cognitive and affective dimensions of trust in developing team performance", Team Performance Management, Vol.9, No.5/6(2003), pp.131-135.   DOI   ScienceOn
17 Falk, R. F. and N. B. Miller., A primer for soft modeling, University of Akron Press, 1992.
18 Fornell, C. and D. F. Larcker, "Structural equation models with unobservable variables and measurement error : Algebra and statistics", Journal of Marketing Research, Vol.18, No.3 (1981), pp.382-388.   DOI   ScienceOn
19 French, J. R. and B. Raven, "The bases of social power", Studies in Social Power, Vol.150(1959), p.167.
20 Ganesan, S., "Determinants of long-term orientation in buyer-seller relationships", the Journal of Marketing, Vol.58, No.2(1994), pp.1-19.
21 Haas, M. R. and M. T. Hansen, "When using knowledge can hurt performance : The value of organizational capabilities in a management consulting company", Strategic Management Journal, Vol.26, No.1(2005), pp.1-24.   DOI   ScienceOn
22 구자면, 박주석, "IT 컨설팅 서비스 품질 요인선정과 고객만족에 미치는 영향에 관한 연구", 소비자문제연구, 제31호(2007), pp.100-130.
23 Gefen, D. and D. Straub, "A practical guide to factorial validity using PLS-Graph : Tutorial and annotated example", Communications of the Association for Information Systems, Vol. 16, No.1(2005), p.109.
24 Gluckler, J. and T. Armbruster, "Bridging uncertainty in management consulting : The mechanisms of trust and networked reputation", Organization Studies, Vol.24, No.2(2003), pp. 269-297.   DOI
25 Gronroos, C., "A service quality model and its marketing implications", European Journal of Marketing, Vol.18, No.4(1984), pp.36-44.   DOI
26 Greenwood, R., S. X. Li, R. Prakash, and D. L. Deephouse, "Reputation, diversification, and organizational explanations of performance in professional service firms", Organization Science, Vol.16, No.6(2005), pp.661-673.   DOI   ScienceOn
27 Hair Jr, J. F., R. E. Anderson, R. L. Tatham, and W. C. Black, Multivariate data analysis : with readings, Prentice-Hall, Inc., Upper Saddle River, NJ, USA, 1995.
28 Hanzaee, K. H. and A. Norouzi, "The role of cognitive and affective trust in service marketing : Antecedents and consequence", Research Journal of Applied Sciences, Engineering and Technology, Vol.4, No.23(2012), pp.4996-5002.
29 Henderson, J. C. and S. Lee, "Managing I/S design teams : a control theories perspective", Management Science, Vol.38, No.6(1992), pp.757-777.   DOI   ScienceOn
30 Johnson-George, C. and W. C. Swap, "Measurement of specific interpersonal trust : Construction and validation of a scale to assess trust in a specific other", Journal of personality and social psychology, Vol.43, No.6(1982), p.1306.   DOI
31 박미령, 이수형, 홍성헌, 이미정, "소비자의 백화점 상품구매에서 인지적.정서적 신뢰의 역할", 마케팅논집, 제17권, 제4호(2009), pp.1-34.
32 김광용, 김명섭, 이채언, 이용희, 비즈니스 컨설팅 서비스의 이해와 활용, 도서출판 청람, 2008.
33 박명호, 정정일, "소매전문점에서의 관계마케팅요인과 관계품질 그리고 점포충성도와의 관계", 유통연구, 제11권, 제4호(2006), pp.97-124.
34 박명호, 조형지, "고객만족 개념의 재정립" ASIA MARKETING JOURNAL(구 한국마케팅저널), 제1권, 제4호(1999), pp.126-151.
35 박준기, 박용기, 장준범, "서비스 제공자의 전문성과 고객의 사회성이 지속적 사용의도에 미치는 영향 : IT서비스를 중심으로", 서비스경영학회지, 제13권, 제5호(2012), pp.203-220.
36 박준기, 이혜정, 조철현, 이정우, "고객 관계 경향, 신뢰, 몰입 그리고 재사용 의도 : IT서비스의 경우", 디지털정책연구, 제10권, 제9호 (2012), pp.137-149.   과학기술학회마을
37 신동주, 유연우, "컨설턴트의 역량이 컨설팅 서비스 품질과 컨설팅 성과에 미치는 영향", 디지털정책연구, 제10권, 제4호(2012), pp.63-78.
38 이수형, 이재록, 양희진, "관계형성 유지에 대한 신뢰와 만족의 매개역할에 관한 연구", 마케팅관리연구, 제6권, 제1호(2001), pp.1-32.
39 이지영, 김규호, "항공운송서비스 지연(遲延)이 고객만족, 관계품질, 고객충성도에 미치는 영향", 관광학연구, 제32권, 제1호(2008), pp.315-338.
40 임호순, 백승기, 허희영, "IT 컨설팅 서비스의 서비스 품질 및 고객만족에 관한 연구", 서비스경영학회지, 제6권, 제2호(2005), pp.3-19.
41 하충룡, 이유경, "국가-제품 이미지 적합성이 제품 신뢰에 미치는 영향", 대한경영학회지, 제23권, 제6호(2010), pp.3165-3193.
42 황병일, "상표태도와 고객의 관계유지 의도에서 기업연상의 역할", 광고학연구, 제15권, 제4호(2004), pp.297-322.
43 Bendapudi, N. and L. L. Berry, "Customers' motivations for maintaining relationships with service providers", Journal of Retailing, Vol. 73, No.1(1997), pp.15-37.   DOI   ScienceOn
44 Liberatore, M. J. and W. Luo, "Coordination in consultant-assisted IS projects : an agency theory perspective", Engineering Management, IEEE Transactions on, Vol.57, No.2(2010), pp. 255-269.   DOI   ScienceOn
45 Johnson, D. and K. Grayson, "Cognitive and affective trust in service relationships", Journal of Business research, Vol.58, No.4(2005), pp.500-507.   DOI   ScienceOn
46 Kettinger, W. J., S.-H. Park, and J. Smith, "Understanding the consequences of information systems service quality on IS service reuse", Information and Management, Vol.46, No.6(2009), pp.335-341.   DOI   ScienceOn
47 Lewis, J. D. and A. Weigert, "Trust as a social reality", Social forces, Vol.63, No.4(1985), pp. 967-985.   DOI
48 Lyon, L. and G. T. Cameron, "A Relational Approach Examining the Interplay of Prior Reputation and Immediate Response to a Crisis", Journal of Public Relations Research, Vol.16, No.3(2004), pp.213-241.   DOI
49 McAllister, D. J., "Affect-and cognition-based trust as foundations for interpersonal cooperation in organizations", Academy of management journal, Vol.38, No.1(1995), pp.24-59.   DOI   ScienceOn
50 Moorman, C., R. Deshpande, and G. Zaltman, "Factors affecting trust in market research relationships", the Journal of Marketing, Vol. 57, No.1(1993), pp.81-101.   DOI   ScienceOn
51 Moorman, C., G. Zaltman, and R. Deshpande, "Relationships Between Providers and Users of Market Research : The Dynamics of Trust", Journal of marketing research, Vol.29(1992), pp.314-328.   DOI   ScienceOn
52 Rempel, J. K., "Trust in close relationships", Journal of personality and social psychology, Vol.49, No.1(1985), p.95.   DOI
53 Sako, M., "The role of trust in Japanese buyersupplier relationships", Ricerche economiche, Vol.45, No.2-3(1991), pp.449-474.
54 Tax, S. S., S. W. Brown, and M. Chandrashekaran, "Customer evaluations of service complaint experiences : implications for relationship marketing", the Journal of Marketing, Vol.62, No.2(1998), pp.60-76.   DOI   ScienceOn
55 Sherif, K., J. Hoffman, and B. Thomas, "Can technology build organizational social capital? The case of a global IT consulting firm", Information and Management, Vol.43, No.7 (2006), pp.795-804.   DOI   ScienceOn
56 Sirdeshmukh, D., J. Singh, and B. Sabol, "Consumer trust, value, and loyalty in relational exchanges", the Journal of Marketing, Vol.66, No.1(2002), pp.15-37.   DOI   ScienceOn
57 Swift, P. E. and A. Hwang, "The impact of affective and cognitive trust on knowledge sharing and organizational learning", Learning Organization, Vol.20, No.1(2013), pp.20-37.   DOI   ScienceOn
58 Webber, S. S., "Development of Cognitive and Affective Trust in Teams : A Longitudinal Study", Small Group Research, Vol.39, No. 6(2008), pp.746-769.   DOI
59 Westbrook, R. A. and M. D. Reilly, "Valuepercept disparity : an alternative to the disconfirmation of expectations theory of consumer satisfaction", Advances in consumer research, Vol.10, No.1(1983), pp.256-261.
60 Williamson, O. E., "Calculativeness, trust, and economic organization", JL & Econ., Vol.36, No.1(1993), pp.453-486.
61 Yoon, S. and H. Suh, "Ensuring IT consulting SERVQUAL and user satisfaction : a modified measurement tool", Information Systems Frontiers, Vol.6, No.4(2004), pp.341-351.   DOI   ScienceOn
62 Zucker, L. G., "Production of trust : Institutional sources of economic structure, 1840-1920", Research in organizational behavior, Vol.8, (1986).