- E-ISSN2233-5382
- KCI
E-ISSN : 2233-5382
The Effects of Trust on Student Silence and Exit Intention
Abstract
Purpose - Many studies show that dissatisfied customers are silent rather than expressing complaints directly to firms. Although silent voices are pervasive in service failure, they have received little attention from researchers. Silence implies a multidimensional nature, not just the opposite of voice. This study focuses on two types of silent students in higher education: acquiescent silence and defensive silence. This study also proposes cognitive trust and affective trust as variables affecting student silence. The objective of this study is to analyse the effects of trust types on student silence and exit intention. Research design, data, and methodology - To test the proposed model, this study conducted a survey with undergraduate students who selected silence in a dissatisfied relationship with a professor. Respondents were asked to respond to the questionnaire, recalling the dissatisfaction at that time. A total of 300 students was surveyed from whom 275 completed questionnaires was obtained. The structural equation model analysis was used for the hypothesis test. Results - First, cognitive trust was negatively related to acquiescent and defensive silence. Second, affective trust was negatively related to acquiescent and defensive silence. Third, cognitive trust was negatively exit intention, but affective trust didn't significantly reduce exit intention. Forth, acquiescent silence was positively related to exit intention, but defensive silence didn't have a significant positive impact on exit intention. Thus, a key result of this analysis was that acquiescent silence enhances exit intention. Conclusions - The findings of the study provide a better understanding of the types of silence, and the role of trust, thus furthering the implication of student reactions to dissatisfaction. In particular, this study is meaningful in that it confirms the value of student silence in the context of complaint management. Acquiescent silence should be more importantly managed because it has stronger negative motive than defensive silence. Acquiescent silence is reduced through various channels(mail, telephone, counseling) that can express complaints. Cognitive trust and affective trust are a essential factors in reducing silence. Also, in explaining exit intention, cognitive trust plays a more important role than affective trust.
- keywords
- Trust, Silence, Exit Intention
Reference
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.
Andreason, A. R. (1985). Consumer responses to dissatisfaction in loose monopolies. Journal of consumer Research, 12, 135-141.
Beer, M., & Noria, N. (2000). Cracking the code of change. Harvard Business Review, May-June, 133-141.
Berry, L. I. (1995). Relationship marketing in services:Growing interest, emerging perspectives. Journal of the Academy of Marketing Science, 23(4), 236-246.
Bove, L. L., & Robertson, N. L. (2005). Exploring the role of relationship variables in predicting customer voice to a service worker. Journal of Retailing and Consumer Services, 12, 83-97.
Chebat, J.-C., Davidow, M., & Codjovi, I. (2005). Silent voices: Why some dissatisfied customers fail to complain. Journal of Service Research, 7(4), 328-342.
Chhetri, P. (2014). The role of cognitive and affective trust in the relationship between organizational justice and organizational citizenship behavior: A conceptual framework. Business: Theory and Practice, 15(2), 170-178.
Chung, H. S., Ha, H. K, & Park, D. G. (2010). The influence of organizational silence on turnover intention:Mediated moderating effect of self-efficacy through organizational cynicism. Korean Journal of Industrial and Organizational Psychology, 23(1), 89-104.
Downton, S. (2002). Measurements to achieve customer focus. http://www.downtonconsulting.com/articles/customers /measurements.
Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing buyer-seller relationships. Journal of Marketing, 51(2), 11-27.
Fullerton, G. (2005). The service quality-loyalty relationship in retail services: Does commitment matter? Journal of Retailing and Consumer Services, 12(2), 99-111.
Go, D. Y. (2017). A meta-analysis of organizational silence in korea. The Korean Journal of Public Administration, 26(1), 95-132.
Hansen, H. (2003). Antecedents to consumers’ disclosing intimacy with service employees. Journal of Services Marketing, 17(6), 573-588.
Jo, A. R., & Yoo, T. Y. (2014). The mediating effect of silence motivation on the relationships among employee silence behavior, perceived supervisor support, and perceived procedural justice. Korean Journal of Industrial and Organizational Psychology, 27(2), 291-315.
Johson, D., & Grayson, K. (2005). Cognitive and affective trust in service relationships. Journal of Business Research, 58(1), 500-507.
Kim, S. H. (2016). Is silence golden? Customer silence is another strong, influential message of customer. Korea Business Review, 45(2), 557-592.
Knoll, M., & van Dick, R. (2013). Do I hear the whistle...? A first attempt to measure four forms of employee silence and their correlates. Journal of Business Ethics, 113(2), 349-362.
Kwon, H. G. (2017). A study on the structural relationship between authentic leadership, trust in superiors, organizational silence, turnover intention, and counterproductive work behaviors. Journal of the Korea Industrial Information Systems Research, 22(4), 131-147.
Lewis, E., & Weigert, A. (1985). Trust as a social reality. Social Forces, 63(4), 967-985.
McAllister, D. J. (1995). Affect- and cognition-based trust as foundations for interpersonal cooperation in organization. Academy of Management Journal, 38(1), 24-59.
Miao, Q., Newman, A., & Huang, X. (2014). The impact of participative leadership on job performance and organizational citizenship behavior: distinguishing between the mediating effects of affective and cognitive trust. The International Journal of Human Resource Management, 25(20), 2796-2810.
Milliken, J. F., Morrison, E. W., & Hewlin, P. F. (2003). An exploratory study of employee silence: Issues that employees don t communicate upward and why. Journal of Management Studies, 40(6), 1453-1476.
Moon, J. Y., & Lee, J. H. (2015). The effects of a leader’s behavioral integrity on subordinates’ intention to leave: Cognitive and affective trust as mediating variables. Journal of the Korea Academia-Industrial cooperation Society, 16(12), 8210-8221.
Moon, S. H., & Kim, J. H. (2016). The effect of corporate social responsibilities and creating shared value on cognitive/emotional trust and loyalty: Focused on the discount stores. Journal of Distribution and Management Research, 19(3), 37-49.
Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of marketing research: The dynamics of trust within and between organizations. Journal of Marketing Research, 29(3), 314-328.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing. 58(3), 20-38.
Morrison, E. W., & Milliken, F. J. (2000). Organizational silence a barrier to change and development in a pluralistic world. Academy of Management Review, 25(4), 706-725.
Mukerjee, A., Pinto, M. B., & Malhotra, N. (2009). Power perceptions and modes of complaining in higher education. The Service Industries Journal. 29(11), 1615-1633.
Pinder, C. C., & Harlos, K. P. (2001). Employee silence:Quiescence and acquiescence as responses to perceived injustice. Research in Personnel and Human Resource Management. 20, 331-369.
Ro, H., & Mattila, A. S. (2015). Silent voices: Nonbehavioral reactions to service failures. Services Marketing Quarterly. 36, 95-111.
Sirdeshmukh, D., Singh, J, & Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing. 66(1), 15-37.
Srivastava, N., Dash, S. B., & Mookerjee, A. (2015). Antecedents and moderators of brand trust in the context of baby care toiletries. Journal of Consumer Marketing, 32(5), 328-340.
Stephens, N., & Gwinner, K. P. (1998). Why don’t some people complain? A cognitive-emotive process model of consumer complaint behavior. Journal of the Academy of Marketing Science, 26(3), 172-189.
Van Dyne, L., Ang, S., & Botero, I. C. (2003). Conceptualizing employee silence and employee voice as multidimensional constructs. Journal of Management Studies, 40(6), 1359-1392.
Weber, P., & Weber, J. (2001). Changes in employee perceptions during organizational change. Leadership &Organization Development Journal, 22, 291-300.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations