• Asia Marketing Journal
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• v.26 no.2
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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.

• The Journal of the Korea Contents Association
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• v.11 no.4
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• pp.347-360
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• 2011

This paper is to identifies relationship between service quality, trust toward employees, trust toward store and store loyalty by investigate how service quality influences on trust toward employees and trust toward store, and its, in turn, influence on store loyalty and explain the moderating effect in relationships between service quality and trust toward employees, and service qualty and trust toward store in bank services setting. A survey study was conducted to collect the data with the actual service purchasers at domestic mayor banks. Analysis of structural equation modeling with AMOS 18.0 was performed to test the research hypothesis. The results of the study are as follows: First, it was found to the moderating effect in relationships between empathy dimension of service quality and trust toward employees, and assurance dimension of service quality and trust toward store. Second, service quality shows differential effects on both trust toward employees and trust toward store by dimension but trust toward employees influence on both trust toward store and it, in turn, influence on store loyalty. To sum up, it have to build empathy of service quality for increase of trust toward their customer who have high duration of relationship and have to build assurance of service quality for increase of trust toward store in bank service settings.

• Proceedings of the Safety Management and Science Conference
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• 2005.11a
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• pp.264-275
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• 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.

• Journal of Distribution Science
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• v.22 no.4
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• pp.79-89
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• 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.

• The Journal of Information Systems
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• v.14 no.2
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• pp.293-317
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• 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.

• Journal of Information Technology Services
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• v.12 no.3
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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.

• Korea Journal of Hospital Management
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• v.22 no.3
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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.

• The Journal of the Korea Contents Association
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• v.12 no.9
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• pp.293-310
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• 2012

The purpose of this paper is to explain and identify how services offer-related characteristics of services providers such as service competence, reliability, and responsiveness have an effect on cognitive trust and customization characteristics of services providers has influences on affective trust. And it is to explain and identify how cognitive trust has an effects on affective trust and loyalty, and how affective trust has influence on loyalty in services setting such as apparel services of search attribute, hair services of experience attribute, and dental services of credence attribute. A survey study was conducted to collect the data with consumers who have experience purchase or search on services in apparel services, hair services, and dental services. Analysis of structural equation modeling with AMOS 18 and SPSS win 19.0 was performed to test the research hypothesis. The results of the study are as follows: First, responsiveness characteristics of service providers has an effect on cognitive trust, which in turn influences on affective trust. But there was on effect on customer loyalty by cognitive trust and affective trust in apparel service setting. Second, service competence characteristics and reliability characteristics of service providers have effect on cognitive trust, and customization characteristics of service providers has influences on affective trust, and then both of them, in turn, was effect on customer loyalty in hair service setting. Third, reliability characteristics of service providers has effects on cognitive trust and customization characteristics of service providers has influences on affective trust, and then cognitive trust has effects on customer loyalty, but there was no effects on affective trust by customer loyalty.

• Journal of Information Technology Services
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• v.23 no.1
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• pp.97-121
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• 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.

• THE INTERNATIONAL COMMERCE & LAW REVIEW
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• v.43
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• pp.423-453
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• 2009

Import Agency Service Mall, which provide customers not only with convenient shopping experiences but also with purchasing, warehousing, shipping, and customs clearance services, have been playing a significant role in rapidly transforming Korean consumers into global consumers. The consumers' great demand for foreign goods(services) created Import Agency Service Mall(referred to hereafter as IASM) as a new business model of distribution and consumption, which seems to grow rapidly. Accordingly, this study examined the e-Trust by analyzing the characteristics of IASM, determinants of trust, risk perception and its association with e-Trust in IASM, and finally applying the result to general internet shopping mall(referred to hereafter as GISM). The following results came out from the analysis: First, from the result of checking these two types of internet shopping mall consumers have different determinants of trust. Second, from the question if two types perceive different risk, purchasing the foreign goods, it came out that they showed critical difference in variable relevant to goods delivery and customer service. IASM perceived risk from those two variables more than GISM Third, from the review of the relationships between determinants of trust and risk perception variables, IASM showed interrelation among all the variables except between customer service and perceived risk. Fourth, the researcher examined how the risk perceived in the course of purchasing goods has an effect on consumers e-Trust. In case of IASM, risk perception relevant to customer service had an effect on consumer e-Trust. To the contrary, incase of GISM, risk perception didn't have any effect on e-Trust. Finally, from the review of interrelation between determinants of trust and consumer e-Trust, it came out that for IASM capability had an effect on consumer e-Trust and for GISM consumer service had an effect on consumer e-Trust.