Sit Yau Fai. / Thesis submitted in: July 2005. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2006. / Includes bibliographical references (leaves 56-66). / Abstracts in English and Chinese. / ABSTRACT (ENGLISH) --- p.i / ABSTRACT (CHINESE) --- p.iii / TABLE OF CONTENTS --- p.iv / LIST OF TABLES --- p.vi / LIST OF FIGURES --- p.vii / Chapter CHAPTER ONE --- INTRODUCTION --- p.1 / Chapter 1.1 --- Overview --- p.1 / Chapter 1.2 --- Background and Purpose --- p.1 / Chapter 1.3 --- Significance of this Thesis --- p.3 / Chapter 1.4 --- Outline of this Thesis --- p.4 / Chapter CHAPTER TWO --- LITERATURE REVIEW --- p.6 / Chapter 2.1 --- Overview --- p.6 / Chapter 2.2 --- Service Marketing and Trust --- p.6 / Chapter 2.2.1 --- Dimensions of Trust --- p.7 / Chapter 2.2.2 --- Benevolence and Competence Trust --- p.7 / Chapter 2.3 --- Trust Based Service Relationship and Customer Reactions --- p.9 / Chapter 2.3.1 --- Satisfaction and Service Relationship --- p.10 / Chapter 2.3.2 --- Behavioral Intentions and Service Relationship --- p.11 / Chapter 2.4 --- "Culture, Self-Construals and Trust" --- p.12 / Chapter CHAPTER THREE --- THEORETICAL AND CONCEPTUAL DEVELOPMENT --- p.15 / Chapter 3.1 --- Overview --- p.15 / Chapter 3.2 --- Effectiveness of Benevolence and Competence Trust --- p.15 / Chapter 3.3 --- Self-Construals and Service Failure --- p.19 / Chapter 3.3.1 --- Satisfaction and Repatronage Intention --- p.22 / Chapter 3.3.2 --- Complaint Intention --- p.24 / Chapter CHAPTER FOUR --- RESEARCH METHODOLOGY --- p.24 / Chapter 4.1 --- Introduction --- p.24 / Chapter 4.2 --- Research Design --- p.24 / Chapter 4.3 --- Procedures --- p.25 / Chapter 4.4 --- Participants --- p.26 / Chapter 4.5 --- Measures --- p.27 / Chapter CHAPTER FIVE --- RESEARCH FINDINGS --- p.29 / Chapter 5.1 --- Introduction --- p.29 / Chapter 5.2 --- Manipulation Checks --- p.29 / Chapter 5.3 --- Results --- p.30 / Chapter 5.3.1 --- Main Effects of Service Relationship --- p.32 / Chapter 5.3.2 --- Interaction Effects of Service Relationship --- p.34 / Chapter 5.3.2.1 --- Satisfaction --- p.34 / Chapter 5.3.2.2 --- Repatronage Intention --- p.37 / Chapter 5.3.2.3 --- Complaint Intention --- p.39 / Chapter CHAPTER SIX --- CONCLUSION --- p.43 / Chapter 6.1 --- Overview --- p.43 / Chapter 6.2 --- Discussion --- p.43 / Chapter 6.3 --- Limitations and Future Research --- p.48 / APPENDIX I Service Scenarios --- p.51 / APPENDIX II Demographics Profile --- p.53 / APPENDIX III Measures of Trust Used in the Study --- p.54 / APPENDIX IV Self-Construal Scale --- p.55 / REFERENCES --- p.56