Journal of Information Technology Services (한국IT서비스학회지)

Korea Society of IT Services (한국IT서비스학회)
권호 표지
DOI QR코드

DOI QR Code

Cognitive and Affective Trust in IT Consulting Service

IT컨설팅에서 인지적 신뢰와 정서적 신뢰에 관한 연구

  • 박준기 (연세대학교 IT정책전략연구소) ;
  • 조철현 (연세대학교 IT정책전략연구소) ;
  • 김한별 (연세대학교 IT정책전략연구소) ;
  • 이정우 (연세대학교)
  • Received : 2013.07.26
  • Accepted : 2013.09.16
  • Published : 2013.09.30
Download PDF
⟨ Previous Next ⟩

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

References

  1. 구자면, 박주석, "IT 컨설팅 서비스 품질 요인선정과 고객만족에 미치는 영향에 관한 연구", 소비자문제연구, 제31호(2007), pp.100-130.
  2. 김광용, 김명섭, 이채언, 이용희, 비즈니스 컨설팅 서비스의 이해와 활용, 도서출판 청람, 2008.
  3. 박명호, 정정일, "소매전문점에서의 관계마케팅요인과 관계품질 그리고 점포충성도와의 관계", 유통연구, 제11권, 제4호(2006), pp.97-124.
  4. 박명호, 조형지, "고객만족 개념의 재정립" ASIA MARKETING JOURNAL(구 한국마케팅저널), 제1권, 제4호(1999), pp.126-151.
  5. 박미령, 이수형, 홍성헌, 이미정, "소비자의 백화점 상품구매에서 인지적.정서적 신뢰의 역할", 마케팅논집, 제17권, 제4호(2009), pp.1-34.
  6. 박준기, 박용기, 장준범, "서비스 제공자의 전문성과 고객의 사회성이 지속적 사용의도에 미치는 영향 : IT서비스를 중심으로", 서비스경영학회지, 제13권, 제5호(2012), pp.203-220.
  7. 박준기, 이혜정, 조철현, 이정우, "고객 관계 경향, 신뢰, 몰입 그리고 재사용 의도 : IT서비스의 경우", 디지털정책연구, 제10권, 제9호 (2012), pp.137-149.
  8. 신동주, 유연우, "컨설턴트의 역량이 컨설팅 서비스 품질과 컨설팅 성과에 미치는 영향", 디지털정책연구, 제10권, 제4호(2012), pp.63-78.
  9. 이수형, 이재록, 양희진, "관계형성 유지에 대한 신뢰와 만족의 매개역할에 관한 연구", 마케팅관리연구, 제6권, 제1호(2001), pp.1-32.
  10. 이지영, 김규호, "항공운송서비스 지연(遲延)이 고객만족, 관계품질, 고객충성도에 미치는 영향", 관광학연구, 제32권, 제1호(2008), pp.315-338.
  11. 임호순, 백승기, 허희영, "IT 컨설팅 서비스의 서비스 품질 및 고객만족에 관한 연구", 서비스경영학회지, 제6권, 제2호(2005), pp.3-19.
  12. 하충룡, 이유경, "국가-제품 이미지 적합성이 제품 신뢰에 미치는 영향", 대한경영학회지, 제23권, 제6호(2010), pp.3165-3193.
  13. 황병일, "상표태도와 고객의 관계유지 의도에서 기업연상의 역할", 광고학연구, 제15권, 제4호(2004), pp.297-322.
  14. 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. https://doi.org/10.1016/S0022-4359(97)90013-0
  15. 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. https://doi.org/10.1177/009207039502300402
  16. 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. https://doi.org/10.2307/1251871
  17. Blau, P. M., Exchange and power in social life, Transaction Publishers, 1964.
  18. 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. https://doi.org/10.1146/annurev.so.15.080189.000525
  19. 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.
  20. Chin, W. W., The partial least squares approach for structural equation modeling, Lawrence Erlbaum Associates Publishers, Mahwah, NJ, 1998.
  21. 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. https://doi.org/10.1002/sres.1139
  22. 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. https://doi.org/10.1177/14614456030050010101
  23. 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. https://doi.org/10.1016/S0167-8116(02)00120-9
  24. 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. https://doi.org/10.2307/1251817
  25. 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. https://doi.org/10.1057/fsm.2008.3
  26. Donath, J. S., "Identity and deception in the virtual community", Communities in cyberspace, Vol.1996(1999), pp.29-59.
  27. 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. https://doi.org/10.2307/1251829
  28. Dowling, G., Creating Corporate Reputations : Identity, Image and Performance : Identity, Image and Performance, OUP Oxford, 2000.
  29. 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. https://doi.org/10.1108/13527590310493846
  30. Falk, R. F. and N. B. Miller., A primer for soft modeling, University of Akron Press, 1992.
  31. 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. https://doi.org/10.2307/3150980
  32. French, J. R. and B. Raven, "The bases of social power", Studies in Social Power, Vol.150(1959), p.167.
  33. Ganesan, S., "Determinants of long-term orientation in buyer-seller relationships", the Journal of Marketing, Vol.58, No.2(1994), pp.1-19.
  34. 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.
  35. 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. https://doi.org/10.1177/0170840603242004
  36. Gronroos, C., "A service quality model and its marketing implications", European Journal of Marketing, Vol.18, No.4(1984), pp.36-44. https://doi.org/10.1108/EUM0000000004784
  37. 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. https://doi.org/10.1287/orsc.1050.0159
  38. 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. https://doi.org/10.1002/smj.429
  39. 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.
  40. 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.
  41. 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. https://doi.org/10.1287/mnsc.38.6.757
  42. 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. https://doi.org/10.1037/0022-3514.43.6.1306
  43. Johnson, D. and K. Grayson, "Cognitive and affective trust in service relationships", Journal of Business research, Vol.58, No.4(2005), pp.500-507. https://doi.org/10.1016/S0148-2963(03)00140-1
  44. 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. https://doi.org/10.1016/j.im.2009.03.004
  45. Lewis, J. D. and A. Weigert, "Trust as a social reality", Social forces, Vol.63, No.4(1985), pp. 967-985. https://doi.org/10.1093/sf/63.4.967
  46. 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. https://doi.org/10.1109/TEM.2009.2013838
  47. 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. https://doi.org/10.1207/s1532754xjprr1603_1
  48. 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. https://doi.org/10.2307/256727
  49. 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. https://doi.org/10.2307/1252059
  50. 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. https://doi.org/10.2307/3172742
  51. Rempel, J. K., "Trust in close relationships", Journal of personality and social psychology, Vol.49, No.1(1985), p.95. https://doi.org/10.1037/0022-3514.49.1.95
  52. Sako, M., "The role of trust in Japanese buyersupplier relationships", Ricerche economiche, Vol.45, No.2-3(1991), pp.449-474.
  53. 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. https://doi.org/10.1016/j.im.2006.07.001
  54. 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. https://doi.org/10.1509/jmkg.66.1.15.18449
  55. 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. https://doi.org/10.1108/09696471311288500
  56. 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. https://doi.org/10.2307/1252161
  57. 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. https://doi.org/10.1177/1046496408323569
  58. 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.
  59. Williamson, O. E., "Calculativeness, trust, and economic organization", JL & Econ., Vol.36, No.1(1993), pp.453-486.
  60. 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. https://doi.org/10.1023/B:ISFI.0000046376.10364.16
  61. Zucker, L. G., "Production of trust : Institutional sources of economic structure, 1840-1920", Research in organizational behavior, Vol.8, (1986).
  62. 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. https://doi.org/10.1016/j.ausmj.2011.08.001