KOREASCHOLAR

As digital technology becomes more prevalent in today’s business environment and interest in digital trust rises, restaurants need to identify whether and how their mobile apps enhance the customer experience, and what features of the apps can strengthen customers’ attachment to them. However, few studies have examined the role of restaurant mobile apps as a catalyst for building customer loyalty. Considering restaurant mobile apps as a means to build a trustworthy relationship between customers and restaurants, this study develops and validates a research framework to measure digital trust between restaurants and customers through restaurant mobile apps. Specifically, due to the lack of measurement constructs for digital trust, a reliable and valid set of measurements that can explain digital trust in relation to restaurant mobile apps is developed and the effects of mobile apps’ digital trust on customers’ trust in a restaurant brand, overall experience, and their continued use intention are assessed.

• Miyoung Jeong(University of South Carolina, U.S.A.)
• Hyejo Hailey Shin(The Hong Kong Polytechnic University, Hong Kong)
• Seonjeong Ally Lee(Purdue University, U.S.A.)
• Minwoo Lee(University of Houston, U.S.A.)