개인정보 유출로 인한 위험이 서비스 신뢰 형성에 주는 영향과 기업의 위기대응전략: 금융서비스 산업을 중심으로

The effects of perceived risk and risk tolerance on service trust were investigated in financial service industry. Additionally, The result of this study suggests that crisis management strategy helps recover service trust when personal information leakage occurs. In this study, 209 samples were collected from banking service users. Authors measured the benefit, perceived risk on service trust about their main bank and test the relationships between them. To verify the effects of crisis management strategy and time, respondents were provided 4 scenarios relating to personal information leakage of their main banks. The findings are as follows. In financial service industry, financial benefit, psychological benefit, social benefit, mobile banking benefit, financial risk and social risk affect service trust. When perceived financial risk makes service trust down, risk tolerance partially moderates trust. Academically this research focuses on the impacts of benefit, perceived risk, risk tolerance on service trust. Risk tolerance has been usually considered as an independent variable in financial field. However, Risk tolerance is treated as moderating factor in this study. In practice, when risky situation as information leakage hampers service trust, instant apology strategy will work effectivelyAs the results of this study, strategy effect and time effect are not significant. Therefore, future research about strategy effect need to be conducted based on more systematic research design. This article confirms the relationship between benefit/risk and service trust in financial service industry and the moderating effect of risk tolerance in marketing literature. In addition, it is suggested the direction of crisis management strategy in personal information leakage incident.