"Retained Equity": Understanding the Impact of Self Service Technology on Brand Trust WithinThe Context of FinancialAid Administration

Gymer, Matthew J.

2005-06
2015-03-09

There is little research in service literature that provides a contextual framework for understanding the impact of web-based self service technology on brand trust. Of particular importance is what happens to trust between customer and firm the more customers use self service technology to meet their service requests? The author synthesizes service encounter and brand trust variables to construct a contingency framework useful for effective resource allocation. From a customer perspective, this longitudinal study will integrate the variables that shape student use of web-based self service technology and the variables that define brand trust. Within higher education administration, service encounter research is extended to contextual precision. This study develops a conceptual model that could be used to structure future research.

Brand loyalty

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http://hdl.handle.net/2186/ksl:weaedm284

32 p

Doctorate of Management Programs