The Relationship Research Between Customer Trust And Customer Perceived Value Based On The Dual Ownership Of Trust

Enterprises are always face the risk of customer loss as the staff turnover during the customer relationship management. According to estimating, an loss of staff can take30% of his customers averagely. Zeithaml said that the staff turnover may lead customer loss, especially in service industry, as the service product is not visible and the service is provided with very high degree of interaction. Similarly, if the relationship between staffs and the company is not stable, the scale of the customer relationship will be "falsification". Palmatier's (2007) research. Managers and researchers have to consider a realistic problem with the risk of staff turnover, to realize the customer relationship management effectively.Current marketing literatures show that there are several levels of relations in customer relationship(Multiple rational level). Two aspects influence the quality of customer relationship:the interpersonal relationship and the relationship variables. Interpersonal relationship is provided by the employee, and relationship variables are established between the organization and the customer. So the customer relationship is attributable to different relation subjects, which is usually divided into the staff and the firm. Trust, as its key variable, corresponds to several relation subjects. Customer trust is divided into trust in staffs and trust in firms. Trust in different subject relations as the customer trust is called the Dual Ownership of Trust in this paper.For quite a long time, both the academic circle and the business practice confuse the trust of customers in staffs with that in firms, which leads to insufficient research on the two different types of trust. Although few studies have researched the two types of trust, but studies focus on the Dual Ownership of Trust's predisposing factors and rear utility, rarely involves the transformation approach between the two dimensions etc. Managers are unable to distinguish and manage them efficiently, which leads to failures in the management of customer relationship in many firms. Such as the firm can not build the customer trust in staffs or firms on purpose. Or even build strong customer trust, the firm can not avoid the customer loss due to the turnover of some individual key staff., because they could not distinguish the two different dimensions of customer trust. The existing researches have discussed the relationship between the customer trust and customer value, but they have not demonstrated the mechanism between customer trust and customer value clearly. This leads different researches to produces different conclusions. Customer trust lead customer value in some studies, and reversed in other studies.By integrating normative and empirical analysis, this paper tries to explore the mechanism how the dual ownership of trust's effects. There are four parts in the current research as shown as followings.(1)By introducing the concept of the dual ownership of trust, this paper aims to sets up and analyzes the model of the relationship between the dual ownership of trust and the customer value; differentiates it from different attribution dimensions, uses structural equation model and tests the difference and connection of the dual ownership dimensions in order to set up systematic theoretical framework of customer relationship management, or provide theoretical basis and operation for the managers to maintain or strengthen customer trust level even a key staff turnover. Research mainly involves in three aspects. First, it studies the connotation of the dual ownership of trust and how to use different dimensions of trust in the relationship management. Second, it sets up and analyzes the model of the relationship between the dual ownership of trust and the customer value. Third, it discusses the differences about the interaction between the dual ownership of trust and the customer value under the different industries, in order to add customer value and provide strategies for improving the customer trust level.(2)This study chooses two industries of hairdressing and dress as the research background, and adopts qualitative and quantitative methods together. This paper uses SPSS15.0 and AMOS7.0 to verify the model. First of all, it uses SPSS15.0 software to do the questionniares'reliability and description of the basic data analysis from the collect data. Secondly, this paper uses AMOS7.0 to conduct the confirmatory factor analysis, including convergent validity and discriminate validity analysis. Finally, it tests the fitness and explanation of the model, as well as does the path analysis and model hypothesis testing. (3)Obtaining the following conclusion by empirical analysis.First, the mechanism between the dual ownership of trust and customer value is not the same at the two industries. The interaction path in the salon industry is as the following:trust attributed to the staffs TO customer value TO trust attributed to the firm TO trust attributed to the staffs. While in the clothing industry:trust attributed to the firm TO customer value TO trust attributed to the staffs TO trust attributed to the firm. That is to say, in the salon, customers believe the staffs first, which may improve their perception of value. With the increasing perception of value, customer will believe the firm, this may enhance the trust attributed to the staffs. So to form a mutual influence loop. Reversely, in the clothing industry, customers believe the firm first, which may improve their perception of value. With the increasing perception of value, customer will believe the staffs, this may enhance the trust attributed to the firm. So to form a interaction loop.Second, the dual ownership of trust play a different role in the customer value at the two industries. The mechanism between the dual ownership of trust and customer value is not the same in the two industries. In the salon, trust attributed to the staff is the main factor influencing the customer value with path coefficient at 0.762, while trust attributed to the firm effects it indirectly through the trust attributed to the staff. In the clothing industry, however, trust attributed to the firm is the main factor influencing the customer value with path coefficient at 0.743, while trust attributed to the staff effects it indirectly through the trust attributed to the firm.Third, the customer value play a different role in the dual ownership of trust at the two industries. In the salon, customer value effects the trust attributed to the staffs with the path coefficient at 0.337 (p at 0.001 level), effects the trust attributed to the firm with the path coefficient at 0.642 (p at 0.001 level). This shows that the customer value effects the trust attributed to the firm more great than the trust attributed to the staffs in the salon industry. But in the clothing industry, the customer value effects the trust attributed to the staffs with the path coefficient at 0.875 (p at 0.001 level), effects the trust attributed to the firm with the path coefficient at 0.534 (pat 0.001 level). This shows that the customer value-effects the trust attributed to the staffs more great than the trust attributed to the firm in the clothing industry. (4)Compared to the former studies, the following two aspects are unique in this paper.This paper introduces the concept of the dual ownership of trust, which is according with the objective characteristics and brings new perspective on the trust studies. It established the mechanism model between the dual ownership of trust and the customer value. It is the first research about analyzing the differences of interaction mechanism at the two industries, and it also studies the differences of influence between the dual ownership of trust and the customer value at the two industries.