• 한국IT서비스학회지
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• 제13권3호
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• pp.183-200
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• 2014

Online brand communities have become a major component of marketing strategy given that these communities encourage participation and share the culture of Web 2.0 core concepts to Internet users. This study investigated the effects of social capital and knowledge quality on the success of online brand communities. A research model suggests that trust among members and the identification derived from social capital theory and knowledge quality influence individual community participation; knowledge quality also influences brand trust. In turn, community participation and brand trust develop brand loyalty. The model was empirically analyzed using structural equation modeling with data from online brand community members in Korea. The results indicate that identification and knowledge quality significantly affects brand trust and brand loyalty through community participation. This study provides a basis for developing a success model for online brand communities. Also, this study identifies a new role of knowledge quality in an online brand community context.

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

• 한국조리학회지
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• 제23권8호
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• pp.128-136
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• 2017

This study was conducted to identify the relationship among various service quality clues, brand trust, brand distinctiveness and revisit intention focusing on fast-food restaurant consumers. Using online questionnaires tool in South Korea, a total of 450 questionnaires were distributed and 390 participants were used for further statistical analysis through SPSS 21.0 and AMOS 21.0 for Windows. Four service quality factors (menu, interior, exterior, staff) were extracted from twelve questions. According to the result of this study, several service quality factors of fast-food restaurants' have positive effects on brand trust and distinctiveness. Specifically, staff and menu and exterior were significant predictors of brand trust, and staff and menu of fast-food were critical antecedents of brand distinctiveness. In addition, the brand trust has positive influence on brand distinctiveness as well as revisit intention. Although there are many studies which proved the relationships among various selection attributes and other outcome variables such as brand loyalty or image, little research explained the relationships among service quality factors of fast-food restaurants, brand trust, brand distinctiveness, and revisit intention. Therefore, present study will contribute to provide significant results and some practical implications in both the fast-food restaurant industry and academic research.

• 품질경영학회지
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• 제31권2호
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• pp.51-68
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• 2003

This research addresses familiarity and degree of using Internet site and trust building to affect service quality in e-commerce. We assume that the familiarity and frequency of using Internet site affect perceived service quality of customer. Also it assumes that customer's trust building intermediates their relationships. Several hypotheses are set to test these assumptions empirically. Consequently, the results show that familiarity of using Internet site affects customer's perceived service quality significantly except for tangible. Also it is found that degree of customer's trust building intermediates the relationship between familiarity of using Internet site and customer's perceived service quality significantly. For gaining good trust of customer in Internet site, we suggest that familiarity should fit into customer's needs.

• 유통과학연구
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• 제17권10호
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• pp.27-39
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• 2019

Purpose - This study explores the relationships between e-Marketing and perceived service quality with brand trust and loyalty towards the brand of mobile telephone operators in Kosovo. Research design, data, and methodology - The conceptual model of four constructs was developed, while each construct consisted of the set of variables measured by using five-point Likert scale. The primary data was collected via an online survey through SurveyMonkey, distributed via Facebook and email. The collected data were cleaned, validated and tested for its consistency through Cronbach's Alpha; ensured that five assumptions of multiple linear regression are met. To assess the relationships between outcome variable and dependent variables of the model, performed the bivariate correlation, simple, multiple linear and hierarchical regression. Results - Perceived service quality has a positive significant effect on brand trust and loyalty. e-Marketing presents moderating direct effect on brand loyalty, and slightly higher effect through brand trust of the mobile telephone operators in Kosovo. Conclusions - The perceived service quality and brand trust are key determinants in achieving brand loyalty in telecommunication industry, followed by e-Marketing as means to creating expectations, delivering on promise to meet customers' perceptions for service quality with a purpose of building trust, that leads to loyalty towards the brands of mobile operators in Kosovo.

• 동아시아경상학회지
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• 제7권2호
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• pp.31-41
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• 2019

Purpose - This paper examines the major antecedents of customer loyalty for mobile operators in a developing country in Africa especially in Nigeria. This study tests 5 hypotheses about the relationships among service quality, customer satisfaction, trust, and customer loyalty. Research design and methodology - In order to collect the sample data, online survey was conducted via email and social media network. The samples were collected from 415 random respondents. The statistical analyses were done for both assessing the reliability and the validity and testing 5 hypotheses of this study. SPSS version 21 was used for empirical analysis. Results - Service quality has a significant effect on customer satisfaction and service quality has a significant effect on trust also. Customer satisfaction has a significant effect on trust and customer satisfaction has a significant effect on customer loyalty also. Trust has a significant effect on customer loyalty. All of 5 hypotheses were supported. Conclusions - The results of the study show that it is important for marketing managers to manage service quality, customer satisfaction, and trust for improving customer loyalty in mobile service industry. This study also provides some implications for mobile service managers about the importance of customer retention and customer loyalty.

• 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.

• 산경연구논집
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• 제8권5호
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• pp.95-109
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• 2017

Purpose - The purpose of this study is to classify the quality factors of coffee shop customers with the service quality based on the SERVQUAL, selection attributes, and service qualities used in previous studies. The path structure of coffee shops' quality factors → customer satisfaction → trust → behavioral intention was analyzed in order to confirm the system of coffee shops' quality factors. Research design, data, and methodology - The survey of was conducted with college students of Kangwon University. A total of 250 questionnaires were distributed, with 232 collected. Of them, Excluding 36 respondents' because of incomplete answers and missing values, 196 responses were used in the final analysis. Empirical analysis was made through factor analysis, correlation analysis, multiple regression analysis, simple regression analysis and mediating regression analysis by using Statistics Package SPSS 19.0. Results - The results are as follows: Firstly, coffee shops' quality factors were classified into seven categories like service encounter quality, product quality, cleanliness, overall interior, purchase quality, convenience, and aesthetics. Secondly, service encounter quality, product quality, purchase quality, and aesthetics had a positive effect on customer satisfaction, respectively. Thirdly, it showed that service encounter quality, product quality, overall interior, purchase quality, and aesthetics had a positive effect on trust, respectively. Fourthly, customer satisfaction had a positive effect on behavioral intention. Lastly, after verifying the effect relations of trust between customer satisfaction about coffee shop and behavioral intention, customer satisfaction has a positive effect on trust and trust has a positive effect on behavioral intention. On the other hand, trust did not have a mediating effect between customer satisfaction and behavioral intention. But, cleanliness, convenience, and overall interior did not have a positive effect on customer satisfaction. Conclusions - Coffee shop consumers put importance on price, discount systems, taste, and freshness, but more on courteous and kind services of coffee shop staff or comfortable and calming atmosphere of inner space. Thereby, coffee shop marketers need to take factors like service encounter quality and aesthetics into more consideration. In addition, customer satisfaction has an effect on trust, while trust on behavioral intention, even though trust is not mediated between customer satisfaction and behavior intention.

• 품질경영학회지
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• 제39권2호
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• pp.281-291
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• 2011

The purpose of this study verifies: the relationships between self-leadership and service quality, and mediator effect of the trust in supervisor. In order to verify the relationships and mediator effect, data obtained from 572 workers engaged in medical institutions at Ulsan Metropolitan City were analyzed by using SPSS 12.0, AMOS 5.0. The findings are as follows: First, the relationships between self-leadership and trust in supervisor is positively related. Second, there was also a positive correlation between the trust in supervisor and service quality. Third, the relationships between self-leadership and service quality is positively related. Finally, the trust in supervisor played as a partial mediator on the relationship between self-leadership and service quality. Based on these findings, the implications and the limitations of the study were presented including some directions for future studies.

• 품질경영학회지
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• 제38권3호
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• pp.378-390
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• 2010

From the perspective of employees working for public service agencies, we analyzed the causal relationship between service quality, relationship quality, design quality, customer satisfaction, and trust in public services. We conduct statistical analyses on the quality attributes we derived from a critical incident technique(CIT) analysis and build a measurement model, which has a second-order hierarchical structure. Survey data was collected from social work, childcare, and healthcare services. Using a structural equation modeling method, we identify a causal model and simultaneously estimate factor loadings and path coefficients. We find that all the quality dimensions are antecedents to satisfaction and then satisfaction precedes trust. The results show that service quality and design quality mediate in parallel the effect of relationship quality on satisfaction and both relationship and design qualities have stronger effects on satisfaction rather than service quality.