KJCKorea
Journal Central

This study investigates the impact of post-use E-service quality on consumer trust in online platform environments, providing an integrated analysis of the mediating effects of brand image and customer experience along with the moderating effects of income and usage frequency. To this end, a survey was conducted with 300 platform users, and an empirical analysis was performed using structural equation modeling (SEM). The results demonstrate that responsiveness and contact are critical antecedents that enhance brand image and customer experience, ultimately driving consumer trust, whereas compensation was found to have only a limited effect on customer experience. Furthermore, brand image and customer experience were proven to be powerful mediators linking quality perception to trust formation, while income level and usage frequency significantly moderated each respective path. These findings suggest that platform companies should prioritize responsiveness and contact-oriented brand management over short-term compensation, while implementing segmented trust-building strategies that account for customers' economic conditions and usage proficiency.

This study aims to analyze the impact of digital technology adoption on the managerial performance of small businesses in the hospitality and food & beverage (F&B) industries in the post-COVID-19 era and to empirically verify the moderating effect of participation in institutional networks (e.g., franchises, merchant associations). To this end, a hierarchical multiple regression analysis was conducted using a valid sample of 2,177 businesses from the “2023 Survey on Small Business Owners” by Statistics Korea. The findings are as follows: First, independent digital technology adoption by small businesses had a negative (-) impact on managerial performance, confirming the “IT productivity paradox” that occurs when technology is introduced without network support. Second, participation in institutional networks had a positive (+) impact on managerial performance. Third, institutional network participation showed a synergistic effect by significantly moderating the relationship between digital adoption and managerial performance in a positive (+) direction. Furthermore, through a yearly comparative analysis, it was confirmed that this network synergy is closely related to “New Normal” survival strategies in the post-endemic era. This study highlights the limitations of isolated digitalization in independent shops and suggests academic and practical implications that establishing a network-based collaborative ecosystem is essential for successful digital transformation.

This study examines the effects of interpersonal trust and service quality on customer satisfaction in in-flight crisis situations and investigates the moderating effect of cabin crew age. A scenario-based survey was conducted, and 315 valid responses were analyzed using SPSS 25.0 through regression and interaction analysis. The results indicate that both cognitive trust and affective trust have significant positive effects on customer satisfaction. Among the dimensions of service quality, tangibility, reliability, responsiveness, and assurance showed significant effects, whereas empathy was not significant. Furthermore, cabin crew age demonstrated a significant moderating effect on the relationships between cognitive trust, affective trust, and customer satisfaction. In terms of service quality, moderating effects were found in the relationships between tangibility, reliability, responsiveness, assurance, and customer satisfaction, while no significant moderating effect was found for empathy. These findings highlight the importance of human factors in crisis service contexts and provide practical implications for airline human resource management and service strategies.