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서비스 제공자에 대한 신뢰 형성에 있어서 신뢰 차원들의 상대적 효과 검증- 불확실성의 조절 효과를 중심으로 -

The Relative Efficacy of Trust Dimensions in Forming Overall Customer Trust towards the Service Provider

이동진|임용빈|이형탁
한국소비자학회 (Korean Society Of Consumer Studies)|2007.03|소비자학연구 (Journal of Consumer Studies)|제18권 제1호|pp. 195-224

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키워드

서비스신뢰knowledge몰입trust기회주의소비자 지식opportunism서비스 수행의 난이도서비스 평가의 난이도difficulty in performancedifficulty in performance evaluation
주제분류경제학

초록

본 연구는 신뢰의 선행 요인인 능력, 성실, 호의 등이 전반적 신뢰를 구성하는데 있어서, 소비자가 경험하는 불확실성의 영향력을 파악하기 위하여 시행되었다. 그리하여 본 연구에서는 서비스 제공자 요소인 구매자의 지식, 해당 서비스 산업에서의 기회주의, 서비스 수행의 난이도, 서비스 평가의 난이도를 불확실성의 원천으로 보고, 이들의 조절 효과를 검증하였다. 실증 결과 신뢰는 불확실성을 유발하는 여러 요인들이 존재하는 상황에서도 특정 거래 관계에 대한 몰입을 보장하는 안정적인 매개 변수임을 알 수 있었다. 제공되는 서비스에 대해 소비자들의 지식이 많은 경우나 해당 산업에서 기회주의적 행동이 적게 일어난다고 인식하는 경우에는 서비스 제공자의 능력이 서비스 제공자에 대한 신뢰 형성에 있어서 매우 중요하게 작용하고 있음을 알 수 있었다. 그리고 해당 서비스에 대해 소비자들의 지식이 적은 경우나 소비자들이 성과를 평가하기 어려운 서비스의 경우에서는 서비스 제공자의 성실이 서비스 제공자에 대한 신뢰를 형성하는데 있어서 매우 중요한 역할을 수행하는 것으로 나타났다. 또한 기업이 제공하는 서비스가 소비자들에게 수행 난이도가 낮다고 인식된 경우에는 서비스 제공자의 호의에 대한 소비자들의 인식이 서비스 제공자에 대한 신뢰 형성에 있어서 매우 중요한 변수임을 알 수 있었다. 이러한 실증 결과들을 통해서 내린 결론을 바탕으로 실무적인 시사점을 도출하였고, 또 연구의 한계에 대해 논의하였다.

Abstract

In the service setting, the overall trust of customer towards the service provider is affected by three factors: competency, integrity, and benevolence. The main purpose of this study is to examine the relative efficacy of the three dimensions of trust in forming overall trust. Based on the previous studies on consumer trust, we propose that consumer's perception of service provider's ability, integrity, and benevolence will have a positive influence on overall trust, which in turn has a positive influence on commitment to the relationship. In order to evaluate the relative efficacy of three dimensions of trust, we introduced four moderators into the conceptual model. Specially, we propose that when service is hard to implement, consumer trust is influenced largely by the perception of service provider ability. When there is a high level of opportunism in the industry, when consumer knowledge about the service is limited, and when it is hard for consumers to evaluate the performance of the service provider, consumer's overall trust is largely influenced by consumer's perception about integrity of the service provider. In order to test the conceptual model proposed in the paper, we conducted a survey with convenience sample of 250 adult consumer who have an experience of using three services respectively (auto repair services, herbal medicine services, and medical services). The main findings of the study are as follows. First, the results indicate that consumer's perception of service provider's ability, integrity, and benevolence indeed have a positive impact on overall trust, which in turn has a positive influence on commitment to the relationship. Second, we found that competency is an important factor affecting overall customer trust when customers are knowledgable about the service industry. Third, we found that Integrity is an important factor in forming the overall trust when customers are less knowledgeable, when there is a high level of opportunism in the industry, when it is hard to evaluate service performance and when the service is hard to implement. Fourth, we found that benevolence plays a significant role in forming overall trust when the service is easy to implement. By identifying the underlying conditions where a certain dimensions of trust is more important than others in forming overall trust, managers are in a better position to effectively enhance overall trust. 수행의 난이도, 서비스 평가의 난이도

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