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When do you trust your doctor more?

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Authors
한형윤
Advisor
김재일
Major
경영대학 경영학과
Issue Date
2016-08
Publisher
서울대학교 대학원
Keywords
homophilycross-cultureservice marketingtrustloyalty
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
URI
https://hdl.handle.net/10371/124676
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College of Business Administration/Business School (경영대학/대학원)Dept. of Business Administration (경영학과)Theses (Master's Degree_경영학과)
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