Perceived Service Quality and Customer Trust
研究客户教育如何影响感知服务质量与客户信任的关系，发现客户教育会改变技术质量和功能质量对信任的相对重要性，为服务差异化提供新思路。
The authors show that investments in enhancing customers' service knowledge strengthen customer trust in an organization and thus can act as an important service differentiator. Customer education initiatives, however, also affect the impact of perceived service quality on customer trust. Successful marketers should be aware of the dynamic relationships between customer education, expertise, and service quality in managing customers' attitudes toward firms. Using data collected from customers of a global financial services firm, this study modeled the multifaceted impact of customer education initiatives on the relationship between service quality and trust. The findings suggest that customer education affects the relative importance of technical and functional service quality for building customer trust in a firm. Research implications point to new business opportunities for service differentiation and relationship marketing.