KOREASCHOLAR

THE ROLE OF TRUST IN CONSUMER SERVICE RENEWAL: A MULTI-CHANNEL STUDY OF TWO SERVICE BUSINESSES

Chris Halliburton, Adina Poenaru
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/270919
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Global Marketing Conference
2014 Global Marketing Conference at Singapore (2014.07)
pp.28-39
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study examines how consumer trust across multiple customer interaction channels, company management policies, and customer previous experience affect service renewal, loyalty. Structural equation modeling of an online survey of 657 US insurance and mobile telecomm consumers confirmed the importance of the three antecedents and that the impact of the three interaction channels differed in the two service contexts.

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Author
  • Chris Halliburton(ESCP Europe Business School)
  • Adina Poenaru(McKinsey & Co)