신뢰의 선행요인이 고객의 지각된 신뢰, 행위의도에 미치는 영향 = The Effect of Antecedents of Trust on the Customers’ Perceived Trust and Customer Behavioral Intentions

다국어 초록 (Multilingual Abstract)

The customers’ perceived trust model was used to examine the relationship between trust and effect components of trust, and it’s outcomes at the hotel restaurant service. So we hypothesized that antecedents of trust would be important effect on trust, customers’ satisfaction. And Trust of employee and firm would be positively effect on customer’s behavioral intention. Data obtained from survey of customers visit the restaurant of deluxe hotel in Seoul. The results show like below, it has positive relationships between antecedents and customer’s perceived trust, satisfaction. All of the antecedents of trust were effect on customer’s perceived satisfaction. And employee’s service skill was a important variable to improve the perceived customers’ trust. Consumers’ general trust had a positive relationship with perceived customer’s trust. Perceived customers’ trust has positively effect on future behavioral intention of consumer. In the practical implications and proposal for managers, service managers should control the employee’s service attitude and skill to encourage relationship with customer and give the empowerment to the service provider. To improve the customers’ trust, service training of employee and service attitude will be requested. Suggestions for the future search include an examination of other variables in antecedents of trust and invest the foreign gust.

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