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Abstract
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Article Information:
The Role of Cognitive and Affective Trust in Service Marketing: Antecedents and Consequence
Kambiz Heidarzadeh Hanzaee and Abdollah Norouzi
Corresponding Author: Kambiz Heidarzadeh Hanzaee
Submitted: February 16, 2012
Accepted: March 08, 2012
Published: December 01, 2012 |
Abstract:
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The purpose of this study focuses on the role of cognitive andaffectivetrust in building relationships
at the consumer level. More specifically, we examine the proposition that consumer trust in service providers
has distinct cognitive and affective dimensions with unique antecedents and consequence. The subjects were
304 consumers of insurance services in Tehran area. Structural Equation Modeling (SEM) with Lisrel software
was used for the data analysis. The results showed that service provider expertise, product performance and
customer satisfaction influence cognitive trust and are considered as antecedents of cognitive trust. On the other
hand corporate reputation, customer satisfaction and similarity are identified as antecedents of affective trust.
The present study showed that expertise of service provider has the most influence on cognitive trust while
similarity has the most influence on affective trust. In relation to consequences of cognitive and affective trust,
the results showed that cognitive and affective trust both influence anticipation of future interactions but the
effect of cognitive trust is greater than that of affective trust.
Key words: Corporate reputation , Iran, product performance, satisfaction, service provider expertise, similarit,
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Cite this Reference:
Kambiz Heidarzadeh Hanzaee and Abdollah Norouzi, . The Role of Cognitive and Affective Trust in Service Marketing: Antecedents and Consequence. Research Journal of Applied Sciences, Engineering and Technology, (23): 4996-5002.
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ISSN (Online): 2040-7467
ISSN (Print): 2040-7459 |
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