KEPERCAYAAN DAN IDENTITAS SOSIAL KONSUMEN

Abstract

This study develops a framework for understanding the behaviors and practices of service providers that build or deplete consumer trust and the mechanisms that convert consumer trust into social identity. The proposed framework uses a multidimensional conceptualization for the trustworthiness construct. This study tests the proposed model using data from students (N = 301) of a university. The results support a tripartite view of trustworthiness evaluations along operational competence, operational benevolence, and problem-solving orientation dimensions. Moreover, the trust is appeared to be a very significant predictor for social identity. Overall, the proposed framework successfully models trust and social identity mechanisms in the study.