| Summary: | 碩士 === 銘傳大學 === 國際企業學系碩士班 === 91 === A focal issue of this research has been the effect of service quality on the establishment of customer trust. The service quality is divided into tangibles, reliability, assurance, empathy and responsiveness. Because the age of technology information changes, the consumptioin type and temperament of the consumer also comes after the changes, so do not establish the customer trust. Therefore, this research focuses on how the different relationship phase affects the relationship between Service Quality and Customer Trust. The relationship phase is divided into exploration, buildup, maturity, decline.
Thus this research conducted an empirical study based on 334 respondents of the customer of 3C. The summery of salient findings are as follows:
1. All characteristics of service qualities have significant effects on customer trust.
2. As the length of the service relationship increases, the impact of reliability(assurance, empathy) on trust will decrease. In exploration phase, the impact of the five factors(tanibles, reliability, assurance, empathy and responsiveness) on client trust would increase. In buildup phase, finding no significant effects between reliability and client trust. In matruity phase, finding no significant effects between reliability(assurance) and client trust. In decline phase, finding no significant effects between reliability(assurance, empathy) and client trust.
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