• 한국콘텐츠학회논문지
• /
• 제11권4호
• /
• pp.347-360
• /
• 2011

본 연구에서는 서비스품질과 종업원신뢰, 점포신뢰 및 점포충성도 간의 경로관계를 확인하고, 서비스품질과 종업원신뢰 및 점포신뢰 간의 관계에서 서비스기업과 고객 간의 관계기간의 조절효과를 확인하였다. 본 연구는 국내 주요은행에서 서비스경험을 가진 소비자를 대상으로 자료를 수집하였으며, Amos 18.0 통계패키지를 이용한 구조방정식 모형분석으로 연구가설을 검증하였다. 연구결과는 다음과 같다. 첫째, 공감성 서비스품질 요인과 종업원신뢰 간의 관계 그리고 확신성 서비스품질요인과 점포신뢰 간의 관계에서 관계기간의 조절효과를 확인하였다. 둘째, 서비스품질은 구성차원에 따라 종업원신뢰와 점포신뢰에 영향력의 차이를 보였지만, 종업원신뢰는 점포신뢰에 영향을 미침으로써 점포충성도가 형성되었다. 결론적으로 관계가 형성된 소비자에게 서비스종업원에 대한 신뢰를 높이기 위해서는 공감성을 형성하여야 하고, 점포에 대한 신뢰를 높이기 위해서는 확신성을 제공하여야 하며, 종업원에 대한 신뢰를 형성함으로써 점포에 대한 신뢰와 충성도를 구축할 수 있음을 확인하였다.

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

• 유통과학연구
• /
• 제22권4호
• /
• pp.79-89
• /
• 2024

Purpose: This study aims to enhance airport service quality by examining their impact on brand image, advocacy, and mediating brand trust in the aviation service distribution sector. Research Design, Data, and Methodology: Using existing literature, we propose a structural model exploring the relationships between key components which are service quality, brand trust, brand Image and brand advocacy. An online survey, based on prior literature, was administered to 287 Koreans who have experienced using facilities or services at Incheon International Airport (IIA). Statistical analysis employed confirmatory factor analysis (CFA) and structural equation modelling (SEM). Results: Research findings show significant impacts of airport service quality on brand trust. Increased brand trust positively influences airport brand image and advocacy. Conclusion: The study emphasizes the aviation industry's potential to boost brand trust through improved airport service quality via users' interactions. Service quality is critical factors in building brand trust. The findings emphasize the critical role of service quality in fostering brand trust. It underscores the importance of user's satisfaction with service quality in fostering brand trust which can lead to brand image and brand advocacy. The aviation industry should formulate policies and strategies to enhance brand trust improved service quality, thereby improving brand image and brand advocacy.

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

• Asia Marketing Journal
• /
• 제26권2호
• /
• pp.129-144
• /
• 2024

This research is on how people's trust in human-like AI-based service will influence customer engagement (CE). This study will discuss the relationship between trust and CE and explore how people's trust in AI affects CE when they lack knowledge of the company/brand. Items from the philosophical study of trust were extracted to build a scale suitable for trust in AI. The scale's reliability was ensured, and six components of trust in AI were merged into three dimensions: trust based on Quality Assurance, Risk-taking, and Corporate Social Responsibility. Trust based on quality assurance and risk-taking is verified to positively impact customer engagement, and the feelings about AI-based service fully mediate between all three dimensions of trust in AI and CE. The new trust scale for human-like AI-based services on social media sheds light on further research. The relationship between trust in AI and CE provides a theoretical basis for subsequent research.

• 대한안전경영과학회:학술대회논문집
• /
• 대한안전경영과학회 2005년도 추계학술대회
• /
• pp.264-275
• /
• 2005

This paper is to test the mediating effect of superior trust on the relationship between organizational justice and service quality in service food industry. Based on 302 data gathered in western Kangwon area, analysis result showed that procedural, interactional, and distributive justice have affirmative relation with trust, and also trust has close relation with service quality. Therefore, trust appeared to have fully mediating effect on the relationship between organizational justice and service qualify.

• 한국정보시스템학회지:정보시스템연구
• /
• 제14권2호
• /
• pp.293-317
• /
• 2005

Female customers form a major customer group for Internet shopping and their trust on Internet stores seems to be significantly related with their transactions. This paper focuses on female customers' trust on Internet stores, hypothesizing that online service quality has a positive impact on trust and that trust, in turn, together with service quality has a positive effect on loyalty. We investigate trust from three dimensions(benevolence, integrity, and ability) and at the same time, unlike existing research, treat service quality to have five dimensions (intangibles, reliability, responsiveness, assurance, and empathy) as known in SERVQUAL(Parasuraman et al., 1988). Survey data is obtained from the female college student sample. Our research model is justified in terms of construct validity, internal consistency, and goodness of fit. Research hypotheses are tested using SEM(Structural Equation Modeling). The results are as follows: First, assurance and empathy dimensions of service quality have significant impacts on benevolence/integrity dimension of trust. Second, out of the five service quality dimensions, only assurance has a positive effect on ability dimension of trust. Third, assurance dimension of service quality and ability dimension of trust are positively related with customer loyalty. The most important factors for female customers' loyalty are found to be assurance(service quality) and ability(trust). The significance of assurance is in line with findings from existing research. But its relationship with the trust dimensions is uncovered in this research, and the only dimension that impacts on ability is assurance. We find that female customers build trust about internet stores based on their ability rather than on their benevolence/integrity and that the female customers' perception on the internet stores' ability can be improved by higher service quality from the aspect of assurance. Importantly enough, these findings offer practical guidelines to Internet stores to boost female customers' loyalty.

• 한국정보전자통신기술학회논문지
• /
• 제16권6호
• /
• pp.420-433
• /
• 2023

ICT 기술의 발달로 데이터를 기반으로 하는 다양한 시스템과 서비스가 도입되면서 데이터, 인프라, 서비스에 대한 신뢰 제공 기술의 중요성이 대두되고 있다. 하지만 기존 ICT 서비스 환경은 특정 서비스를 구성하는 다양한 구성요소의 신뢰(콘텐츠, 인프라, 프로세스, 서비스 제공자 등)를 객관적으로 판단하고 관리할 방법이 없으며, 오로지 서비스 제공자의 자체적인 품질 기준에 의지해야만 하는 한계가 있다. 본 논문은 ITU-T 국제표준 관점의 신뢰성 있는 ICT 서비스 제공을 위한 요구사항, 기능구조, 처리절차를 제공한다. 신뢰할 수 있는 서비스 프로비저닝을 통해 기존 ICT 서비스 주체(서비스 자원, 이해관계자, 사용자)에 신뢰 제공을 위한 부가적인 기능을 추가하여, 관련정보를 수집하고, 분석하여 제공함으로써 사용자는 자신의 요구사항을 기반으로 분석된 신뢰를 기반으로 서비스 구성요소의 신뢰를 고려할 수 있다.

• 한국IT서비스학회지
• /
• 제23권1호
• /
• pp.97-121
• /
• 2024

As data usage grows in importance, ensuring individual control over personal information becomes critical. The emergence of the 'MyData' concept addresses this, particularly in financial services. Although the institutional and technological framework for financial MyData services is in place, there's a need to establish consumer understanding and perception of its usefulness and safety for successful activation. This study focuses on investigating the impact of trust on the intention to use the new mobile banking service, financial MyData. This study has three objectives. Firstly, to analyze whether trust in financial MyData services and trust in financial MyData service providers affect the intention to use financial MyData services. Secondly, to analyze the process of forming trust in financial MyData services based on the phenomenon of transferring trust in service providers to trust in services. Thirdly, to identify the process by which trust transfer occurs between service providers and financial MyData services. Ultimately, the goal of this study is to promote the intention to use financial MyData services based on the concept of trust and to activate these services. In summary, this study emphasizes the significance of trust in financial MyData services, exploring its impact on user intention and the transfer of trust from providers to services. By promoting consumer trust, the research aims to contribute to the activation of financial MyData services.

• 한국산업정보학회논문지
• /
• 제11권2호
• /
• pp.29-39
• /
• 2006

온라인 쇼핑몰을 운영함에 있어서 서비스 품질과 신뢰는 매우 중요한 사안이다. 본 연구는 온라인 서비스 품질과 신뢰가 고객만족과 충성도에 미치는 영향을 살펴보고, 그 상대적 영향력을 분석하는데 초점을 맞추었다. 아울러 온라인 상황에서 서비스 품질의 여러 요소가 전반적 서비스 품질에 미치는 영향과 신뢰의 여러 요소가 전반적 신뢰에 미치는 영향을 분석하였다. 그 결과, 전체적으로 서비스 품질보다 신뢰가 더 큰 영향력을 미치고 있음을 밝혔다.