Publications
Detailed Information
When do you trust your doctor more?
Cited 0 time in
Web of Science
Cited 0 time in Scopus
- Authors
- Advisor
- 김재일
- Major
- 경영대학 경영학과
- Issue Date
- 2016-08
- Publisher
- 서울대학교 대학원
- Keywords
- homophily ; cross-culture ; service marketing ; trust ; loyalty
- Description
- 학위논문 (석사)-- 서울대학교 대학원 : 경영학과 경영학전공, 2016. 8. 김재일.
- Abstract
- This research studies the role of demographic homophily in the medical service context. It suggests that demographic homophily between the customer and the service provider has a positive effect on trust, which then leads to customer loyalty. Meanwhile, there is a mediating effect of clarity of communication and moderating effect of cultural background on the relationship between demographic homophily and trust. For a cross-cultural study, this research compares Korean and German consumers who are clearly distinguished in the aspect of collectivism-individualism and femininity-masculinity of the society. By investigating the significance of demographic homophily and the impact of cultural background, this research contributes to service marketing field both academically and practically.
- Language
- English
- Files in This Item:
Item View & Download Count
Items in S-Space are protected by copyright, with all rights reserved, unless otherwise indicated.