[KCI]서비스 제공자의 전문성과 고객의 사회성이 지속적 사용의도에 미치는 영향- IT서비스를 중심으로-, 서비스경영학회, 2012

서비스 제공자의 전문성과 고객의 사회성이 지속적 사용의도에 미치는 영향 - IT서비스를 중심으로 - 

서비스경영학회지

2012, vol.13, no.5, pp. 203-220 (18 pages)

발행기관 : 한국서비스경영학회

연구분야 : 사회과학 > 경영학

박준기 /Jun-gi park 1 ,  박용기 2 ,  장준범 3

1연세대학교

2연세대학교

3연세대학교

초록

Relationship marketing, which focuses on the relationship between the customers, is considered important in the field of service marketing. This research explores the impact of customers’ perceived expertise of service provider and customer’s sociability, and how these factors are related to the intention to continuously uses IT services. Relationship quality is set as a mediating variable. Relationship quality is measured by trust and commitment. Also, the relationship between trust and commitment is hypothesized and tested. Results of the analysis of survey data shows that, expertise and sociability factors have positive effect on relationship quality. Also,two factors of relationship quality - trust and commitment - have positive effects on the intention to use. In addition, trust is positively related to commitment. In conclusion, service provider’s expertise and customers’ sociability work partially as client lock-in.

키워드

Provider’s Expertise, Sociability, IT Service, Relationship Quality, Trust,Commitment