The effect of service quality on trust and commitment varying across generations |
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| Authors: | Jinsook E. Cho Haiyan Hu |
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| Affiliation: | 1. Parsons School of Design, New School University, New York, New York, USA;2. Department of Business Administration, Jon M. Huntsman School of Business, Utah State University, Logan, Utah, USA |
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| Abstract: | We examine the effect of service quality on consumer trust and commitment in the context of obtaining a financial loan and how these relationships vary across different generational cohorts. We find that the service quality offered by a loan officer has a significant effect on consumer trust towards a financial institution, which in turn influences consumer commitment to a financial institution for a future transaction. We also find that relative strengths of a few paths in the model differ across different age cohorts, indicating some generational variability in the relationship between service quality, trust and commitment. |
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| Keywords: | Service quality trust loan services generational differences |
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