• The Journal of the Korea Contents Association
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• v.22 no.7
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• pp.136-148
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• 2022

This study aims to examine the effects of customer experience on the relationship between brand trust and customer experience. The survey was conducted on consumers who experienced chatbot service through internet shopping mall, and the research hypothesis was verified by analyzing the final 299 questionnaires. The results of the study showed that the customer experience using chatbot service had a positive effect on chatbot trust, had a positive effect on shopping mall trust, seller trust and brand trust through the mediating role of chatbot trust, and the social presence of chatbot had a moderating effect in the trust transfer. This study provides a theoretical basis that customer experience of chatbot service has positive effect on brand trust through chatbot trust, and suggests implications in that chatbot service can be an important means of marketing. In future studies, various studies related to chatbot trust are needed.

• Journal of Distribution Research
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• v.11 no.2
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• pp.59-79
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• 2006

The purpose of this study is two folds; first. to identify the negative effect of customer dissatisfaction on trust and commitment. and second to examine the moderating effect of consumers' perceived equity created by various ways in which a company deals with his/her complaints. Our proposed model is empirically tested by a survey data collected from Internet shopping mall consumers who raised complaints. The simultaneous regression model is used to test the negative effect of customer dissatisfaction. To examine the moderating effect of equity, our study employs the group analysis of LISREL. The empirical result shows that customers' dissatisfaction. unless it is concerned with merchandise related dissatisfaction, influences on trust and commitment. Also, we find that consumers' perceived equity has a moderating effect on the relationship variables dissatisfaction and customer relationship variables including trust and commitment.

• The Journal of the Korea Contents Association
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• v.18 no.9
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• pp.320-334
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• 2018

The purpose of this study is to examine the effect of take-out food selection attributes of Korean restaurant on trust and customer satisfaction and to analyse the mediating effects of trust. Collected data were statistically analyzed by frequency analysis, factor analysis, reliability analysis, correlation analysis and covariance structure analysis using SPSS 22.0 and AMOS 22.0. The results of this study are as follows: First, selection attributes consists of safety, convenience, quality of food and economics. Among selection attributes, safety, convenience, quality of food and economics had a significant influence on trust. Second, among selection attributes, safety, convenience, quality of food and economics had a significant influence on customer satisfaction. Third, trust had a significant influence on customer satisfaction. Fourth, trust had a mediating effect between selection attributes and customer satisfaction. The conclusion section suggested strategic implications to induce selection attributes, trust and customer satisfaction based on the findings.

• Culinary science and hospitality research
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• v.20 no.3
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• pp.125-136
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• 2014

The purpose of this study is to provide the bakery franchise chains with practical suggestions through the analysis of the product quality that leads to customer trust and long-term reliance. For this study, I collected corresponding materials and made an inquiry survey with special emphasis on the covariance analysis to produce trustworthy results along with the analysis of factors. For the empirical analysis, among 350 copies of questionnaire distributed in the Seoul metropolitan area, 322 copies with 96% of usable response rate were used for the analyses using SPSS 18.0 and AMOS 18.0. Then, the covariance analysis was carried out for the verification of the hypotheses of the study. A summary of the results are as follows. First, texture, color and decoration, flavor and feel showed a positive effect on customer trust. Second, customer trust had a positive effect on the long-term orientation. Third, texture, color and decoration, flavor and feel showed a positive effect on the long-term orientation.

• Culinary science and hospitality research
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• v.22 no.4
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• pp.333-352
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• 2016

The purpose of the study is to analyze the effect relationships among variables focusing on what kinds of characteristics of LOHAS dining space display affect image, trust, satisfaction, and loyalty in hotels, and establish a relationship model. From the survey design and empirical analysis, examining the hypothesis and applying model was analyzed suitable. The results of the study were as follows. First, it was revealed that the LOHAS dining space display has a positive influence on image, trust and satisfaction of hotel. Second, hotel image has a positive influence on customer trust and loyalty. In addition, customer trust has positive impact on customer trust and loyalty. From the results of this investigation, it was found that LOHAS dining space display affects hotel image, trust and satisfaction, and that the customer satisfaction was positively influential on loyalty. As a result, all hypotheses were partly supported. Overall, when LOHAS dining space display was stressed, it affected image, trust, satisfaction, and loyalty in hotels. It was also verified that LOHAS dining space display affects hotel image, trust and satisfaction. Moreover, it was also confirmed that the higher LOHAS dining space display is, the higher hotel image, trust, satisfaction and loyalty will be, thereby improving the service quality provided by employees.

• The Journal of Society for e-Business Studies
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• v.19 no.1
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• pp.159-175
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• 2014

Trust has been identified as crucial to intention to continue to use e-commerce systems. Although trust is inherent in relationship-based practices, most studies on trust have focused on influences on customer trust. From the viewpoint of mutual trust, few empirical studies have examined the effect of users' perceived trust from an e-commerce website on customer trust in that website, despite the obvious importance of this issue, particularly in the field of e-commerce. This paper empirically examines the role of customer perception of trust in the customer on the part of e-commerce websites. In addition, this study explores the ability of e-commerce websites' trusting actions to transfer positive impressions that encourage trust in those sites. The results indicate that in the e-commerce context, a website's trusting actions are important to customer perception of being trusted by and trusting in e-commerce websites.

• Journal of Convergence for Information Technology
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• v.8 no.1
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• pp.265-274
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• 2018

This paper examines the critical role of customers' perceived service justice in relationship hotel marketing and service. Three types of service justice, distributive justice, procedural justice, and interactional justice are proposed to affect both customer satisfaction and trust, and customer service satisfaction is likely to take effects on relationship quality variables, trust and commitment. Empirical results, based on data from 250 customers of two membership discount deluxe hotel in Seoul, showed satisfactory data-fitness to the proposed model and supported seven research hypotheses. Interactional justice was found to have significant relationship with both trust and customer satisfaction, while distributive justice had significant relationship with trust and procedural justice with customer satisfaction. Also, the customer satisfaction had strong relationship with core variables of relationship quality (trust and commitment) and the trust variable was found to be a powerful antecedent leading to customer's commitment to service organization.

• Management & Information Systems Review
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• v.39 no.3
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• pp.37-51
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• 2020

Customer participation in the service encounter plays an important role in the interaction process. In addition, customer participation is affecting the development of relationships between customer-service provider. Previous researches revealed the role of customer participation through a fragmented and cross-sectional approach, however, given the dynamics of the relationship, it is necessary to identify the role of customer participation from a longitudinal perspective. In addition, it is necessary to determine the cause of the overlap between the antecedent variables and consequent variables. This study aims to identify the relational role of customer participation by clarifying how customer participation affects relationship development from a longitudinal perspective, focusing on trust and commitment variables which are keys to relationship marketing. The related role of customer participation is analyzed through a regression analysis through long-term data. The results of the study showed that commitment(t1) directly had a positive effect on customer participation. However, trust(t1) has been shown to have a direct positive effect on the sub-dimensions of customer participation, such as personal interaction and responsible behavior. Customer participation(t2) affected by this trust(t1) and commitment(t1) again turned out to have a positive effect on trust(t3) and commitment(t3). In conclusion, although customer participation is affected by the relational variables, it can be seen that customer participation is a major factor that can improve the relational variables again through the interaction process. For this reason, a service firm can seek to develop relationships with customers by drawing and utilizing their needs to exchange information and to interact in the service encounter.

• The Journal of the Korea Contents Association
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• v.12 no.9
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• pp.468-478
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• 2012

It is essential to have a trust with customer, especially in the airline context which provide the best service and movement to particular destinations. However, previous researches were performed only within restricted variables regarding this topic. Thus the purpose of this research was to investigate the relationship among trust's antecedents, trust and loyalty. A convenience sample of 298 travelers from airline customers was surveyed and 286 usable questionnaires were analyzed. According to the literature review, trust's antecedents were divided into the following variables: 'competence', 'benevolence' and 'problem solving ability'. Trust objects were divided into 'company trust' and 'front line service employee(FLSE) trust' accordingly. The findings of the study are as follows. First, company trust's antecedents which are 'competence', 'benevolence' and 'problem solving ability' yielded positive effects on company trust. Specifically, 'competence' has the strongest influence among variables. Second, as far as FLSE trust's antecedents are concerned, only 'competence' and 'problem solving ability' have positive effects on FLSE trust. Third, both company trust and FLSE trust influenced each other. Lastly, both company trust and FLSE trust have positive effects on loyalty.

• Information Systems Review
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• v.12 no.3
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• pp.49-73
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• 2010

The lack of customer satisfaction and trust remains a key barrier to electronic commerce. From the standpoint of online merchants, it is critical to build consumer trust by lessening sources of apprehensions and uneasiness associated with online transactions. This paper explores the relationships between customer satisfaction and intermediary's trustworthiness factors in B2C e-marketplaces. It also aims at examining the effects of consumer characteristics, including propensity to trust and Internet shopping self-efficacy, upon trust and purchase intentions. To meet the research objectives, an empirical study has been conducted by surveying 223 active e-marketplace buyers in Korea. The findings of the present research indicate that customer satisfaction positively affects all the three attributes of trustworthiness (i.e., competence, benevolence, and integrity), and more specifically it has a quite strong association with benevolence. In addition, propensity to trust has no significant influence on trust or purchasing intentions, and only affects benevolence and integrity with no direct effect on competence. Finally, Internet shopping self-efficacy was found to affect both trust and purchasing intentions, suggesting that e-marketplaces seek an online strategy designed to strengthen loyalty for customers with high self-efficacy, while they use a strategy to improve the usability and usefulness of their website to attract customers with low self-efficacy. The paper concludes with implications and directions for future research.