S-Space College of Business Administration/Business School (경영대학/대학원) Dept. of Business Administration (경영학과) Theses (Master's Degree_경영학과)
When do you trust your doctor more?
- 경영대학 경영학과
- Issue Date
- 서울대학교 대학원
- 학위논문 (석사)-- 서울대학교 대학원 : 경영학과 경영학전공, 2016. 8. 김재일.
- 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.