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What is Trust as a Driver of Consumer Dependency about?

This study challenges the traditional view of customer dependency in B2C services, proposing that trust serves as an antecedent to consumer dependency rather than a result. Using structural equation modeling, it finds that rapport and three types of trust (competence, contractual, and goodwill) mediate the relationship between service interactions and consumer dependency. The research also examines the roles of relationship age and frequency, concluding that while most moderated effects are non-significant,

Author

Tamene Matewos

Language

EN