• 한국병원경영학회지
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• 제22권3호
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• pp.88-104
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• 2017

The purpose of this study explains how service characteristics such as service competence, service customization, interpersonal communication and image affect service trust and affective commitments and how service trust, affective commitment play a role in affecting risk-taking and service loyalty in specialty hospital. and then confirm the mediating role of relationship quality components such as service trust and affective commitment in the above path relation. For this purpose, the research hypothesis was verified by structural equation model analysis(SEM) using SPSS 21.0 and AMOS 20.0 statistical package. The results of the study are as follows. First, interpersonal communication influenced service trust, image influenced affective commitment, service ability influenced service trust and emotional commitment, while service customization did not affect any factor. Second, service trust and affective commitment did not effect each other. Third, service trust and affective commitment were more powerful in risk-taking than the influence on service loyalty. Fourth, Risk takings affected service loyalty. Therefore, marketers of special hospitals not only medical services by providing medical service with superior service ability, but also by always strengthening interpersonal communication at the time of providing services. This will enable consumers to overcome the avoidance in the service decision process and implement a specific service marketing strategy that can continuously use the hospital service.

• 한국IT서비스학회지
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• 제12권3호
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• pp.39-54
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• 2013

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.

• 한국콘텐츠학회논문지
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• 제17권3호
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• pp.382-399
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• 2017

본 연구는 레저서비스 환경에서 서비스경험, 기업이미지, 서비스신뢰, 감정적몰입 및 서비스충성도 간 구조관계를 확인하고, 기업이미지와 서비스신뢰 및 감정적몰입의 인과적 역할을 설명하는데 목적이 있다. 이를 위해 SPSS 23.0 및 AMOS 20.0 통계패키지를 이용하여 구조방정식모형분석으로 연구가설을 검증하였다. 분석결과 첫째, 서비스경험은 기업이미지와 서비스신뢰에 영향을 주었지만 감정적몰입에는 영향이 없었다. 둘째, 기업이미지는 서비스신뢰와 서비스충성도에 영향을 주었지만 감정적몰입에는 영향이 없었다. 셋째, 서비스신뢰는 감정적몰입과 서비스충성도에 영향을 주었다. 마지막으로, 감정적몰입은 서비스 충성도에 영향을 주었다. 따라서 서비스제공자는 이용자가 인지적이고 감정적 측면에서 탁월한 서비스를 경험하게 하여 기업이미지를 높이고 서비스충성도를 구축해야 할 것이고, 또한 우수한 서비스경험으로 인해 이미 서비스신뢰가 높은 고객에게는 감정적으로 몰입하도록 동기부여 함으로써 서비스충성도를 높일 수 있는 마케팅전략을 계획하고 실행해야 할 것이다.

• 한국콘텐츠학회논문지
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• 제12권9호
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• pp.293-310
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• 2012

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.

• 한국콘텐츠학회논문지
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• 제17권11호
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• pp.525-532
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• 2017

본 연구는 모바일 간편결제서비스의 품질(시스템품질, 서비스품질)이 신뢰(인지적 신뢰, 감정적 신뢰)형성에 어떤 영향을 미치며, 신뢰가 만족도에 어떤 영향을 미치는지를 파악하고자 하였다. 또한 신뢰가 만족도에 영향을 주는 과정에서 성별의 조절효과를 살펴보았다. 분석을 위해 설문조사를 실시하였으며, SmartPLS를 이용해 188개의 데이터를 분석하였다. 연구결과 시스템품질은 인지적 신뢰에 영향을 미치며, 서비스품질은 인지적 신뢰와 감정적 신뢰에 영향을 미쳤으며, 인지적 신뢰와 감정적 신뢰 모두 만족도에 영향을 미치는 것으로 나타났다. 그리고 남성은 인지적 신뢰가 만족도에 미치는 영향이 더 강하게 나타났으며, 여성은 감정적 신뢰가 만족도에 미치는 영향이 더 강하게 나타났다.

• 산경연구논집
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• 제11권11호
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• pp.19-28
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• 2020

Purpose: The supply of and demand for medical services continue to increase as the current social environment changes. Consequently, competition among medical institutions is intensifying and hospitals must establish appropriate management strategies to improve the medical services they provide. This study suggests that the authenticity of doctors is a factor in improving medical-service quality and examines the effect authenticity has on the affective trust and satisfaction of patients. Design, methodology, and approach: The study utilized previous studies to examine the significance of potential variables, established hypotheses and used a questionnaire to confirm these hypotheses. The questionnaire was distributed to patients who had visited a hospital in the previous six months. Responses were analyzed empirically using structural equation modeling. Findings: The analysis found that a physician's authenticity has a significant impact on the affective trust of patients. While patients' affective trust does not have a similar strong impact on patient satisfaction, physician authenticity does have a significant impact on patient satisfaction. Conclusion and implications: This study examined the roles of authenticity, affective trust, and patient satisfaction in doctor-patient relationships in the medical services field. The implication of the findings is that physician authenticity is a prerequisite for patient satisfaction of medical services.

• 산경연구논집
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• 제10권5호
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• pp.59-66
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• 2019

Purpose - Many studies show that dissatisfied customers are silent rather than expressing complaints directly to firms. Although silent voices are pervasive in service failure, they have received little attention from researchers. Silence implies a multidimensional nature, not just the opposite of voice. This study focuses on two types of silent students in higher education: acquiescent silence and defensive silence. This study also proposes cognitive trust and affective trust as variables affecting student silence. The objective of this study is to analyse the effects of trust types on student silence and exit intention. Research design, data, and methodology - To test the proposed model, this study conducted a survey with undergraduate students who selected silence in a dissatisfied relationship with a professor. Respondents were asked to respond to the questionnaire, recalling the dissatisfaction at that time. A total of 300 students was surveyed from whom 275 completed questionnaires was obtained. The structural equation model analysis was used for the hypothesis test. Results - First, cognitive trust was negatively related to acquiescent and defensive silence. Second, affective trust was negatively related to acquiescent and defensive silence. Third, cognitive trust was negatively exit intention, but affective trust didn't significantly reduce exit intention. Forth, acquiescent silence was positively related to exit intention, but defensive silence didn't have a significant positive impact on exit intention. Thus, a key result of this analysis was that acquiescent silence enhances exit intention. Conclusions - The findings of the study provide a better understanding of the types of silence, and the role of trust, thus furthering the implication of student reactions to dissatisfaction. In particular, this study is meaningful in that it confirms the value of student silence in the context of complaint management. Acquiescent silence should be more importantly managed because it has stronger negative motive than defensive silence. Acquiescent silence is reduced through various channels(mail, telephone, counseling) that can express complaints. Cognitive trust and affective trust are a essential factors in reducing silence. Also, in explaining exit intention, cognitive trust plays a more important role than affective trust.

• 산업융합연구
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• 제4권2호
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• pp.19-37
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• 2006

In Korea, by the reason of the rapid growth of internet users and the speedy development of ITC, the sales of cyber malls have grown to be ￦10.68 trillion. Over the past several years, trust and commitment have been viewed key concept and mediated variables in relationship marketing. From 2000s, trust and commitment have been studied in cyber shopping environment. Most of studies are the relationship of trust and loyalty or unidimensional commitment and loyalty. The purpose of our study focused the mediated effects of multidimensional commitment on relationship between trust and loyalty. Trust, affective commitment, and continuous commitment affected positive effects on loyalty. And trust also affected positive effect on affective commitment. Trust didn't affect positive effect on continuous directly. However, There was indirect effect of between trust and continuous commitment via affective commitment.

• 경영정보학연구
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• 제16권1호
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• pp.51-71
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• 2014

IT서비스는 지식서비스의 일종으로서 다른 분야의 전문가들이 모여서 함께 프로젝트를 수행하는 관계로, 제대로 된 성과를 내기 위해서는 구성원들간의 신뢰의 형성이 중요하다. 본 연구에서는 기존 IT서비스 연구들에서 다루었던 신뢰의 내부구조를 좀 더 세분화하여 인지적 신뢰와 정서적 신뢰로 구분하여 프로젝트 성과에 미치는 영향을 살펴보았다. 인지적 신뢰에 영향을 미치는 선행요인으로는 기술과 업무전문성을, 정서적 신뢰에 영향을 미치는 선행요인으로서는 사회적 유대감과 관계갈등을 선정하였다. 팀워크에서 중요한 커뮤니케이션으로는 두 가지 신뢰에 다 영향을 미치는 것으로 가설을 설정하였다. 연구모델의 실증을 위하여 IT프로젝트팀 리더를 대상으로 설문지법으로 자료를 수집하였고, 수집된 자료는 Smart PLS를 사용하여 분석하였다. 분석결과 인지적 신뢰에 영향을 주는 요인으로 업무전문성이 기술전문성에 비해서 상대적으로 큰 영향력을 미쳤고, 갈등은 정서적 신뢰에 부정적인 영향을 미치는 것으로 나타났다. 커뮤니케이션은 인지적 신뢰와 정서적 신뢰에 각각 긍정적 영향을 미치고 있었으며, 더불어 인지적 신뢰가 정서적 신뢰형성의 선행요인으로 확인되었다. IT프로젝트 성과에는 인지적 신뢰뿐만 아니라 정서적 신뢰도 양(+)의 영향을 미치고 있으므로 성공적인 프로젝트를 위해서는 정서적 신뢰도 간과해서는 안 될 것이다. IT프로젝트의 성공요인으로의 인지적 신뢰와 정서적 신뢰가 각각 하나의 영향력을 가진 요인임을 알아냄으로서 향후 기업에서는 IT프로젝트 구성원들간의 신뢰형성에 노력을 기울이되 인지적 신뢰가 정서적 신뢰의 매개요인임을 고려하여 구체적인 커뮤니케이션을 진행하는 것이 바람직할 것이다.

• Asia pacific journal of information systems
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• 제24권3호
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• pp.393-415
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• 2014

This study examines the dynamics of trust and distrust at different price levels. We first note that trust and distrust are built with cognitive and affective foundations, and price is viewed as a financial burden or product quality information. Then, we relate price changes to trust and distrust, and hypothesize their interactions: price as a quality cue will positively moderate the cognitive dimension of trust, whereas price as financial burden will negatively moderate the affective dimensions of trust and distrust. We surveyed 263 online mall shoppers in Korea. Among our eight hypotheses, six are fully supported and two are partially supported. The result shows that price perception interacts with both the cognitive and affective dimensions of trust and distrust, but its specific impacts are distinguished by the price perceptions, whether it is financial burden or product quality information.