Effects of Technology-Based Self Service(TBSS) Convenience on Corporate Trust and Customer's Long-term Orientation

Abstract

Purpose: This study purposes how technology-based self service(TBSS) convenience affect corporate trust, and customer's long-term orientation in the relationship of customers.
 Method: Based on the collected data, the effects of relationship effect on customer's long-term orientation have been empirically analyzed between the effect of the technology-based self service(TBSS) convenience and corporate trust by conducting a frequency analysis, a factor analysis and a reliability analysis using the SPSS program.
 Results: First, as a result of verifying the effect of technology-based self service(TBSS) convenience on corporate trust it was found that transaction convenience and post-benefit convenience has a positive influence on corporate trust. Second, as a result of verifying the effect of corporate trust on customer's long-term orientation, it was confirmed that corporate trust on has a positive influence on customer's long-term orientation. Third, in terms of the mediating role of corporate trust between technology-based self service(TBSS) convenience and customer's long-term orientation, it revealed indirect effect in the relationship.
 Conclusion: Consequently, It carried out examination about the effect on customer's long-term orientation caused by technology-based self service(TBSS) convenience are effective management system to enhance corporate trust.

Determinants of Behavioral Intention of the Use of Self-Order Kiosks in Fast-Food Restaurants: Focus on the Moderating Effect of Difference Age

“…The evolution of information and communication technology has brought many changes to the service industry. Personal services are now being replaced by technology-based self-service (TBSS) through the use of technical interfaces without the involvement of service personnel (Dabholkar & Bagozzi, 2002; H. J. Yang & Lee, 2008).…”