기술기반셀프서비스(TBSS) 편의성이 기업신뢰와 고객의 장기지향성에 미치는 영향

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

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.