Validation of a Two Factor Structure for System Trust

Customers assess a company's ability to meet their needs based upon service interactions with that company. The growth of the Internet as an information transfer medium has dramatically increased reliance on communication between a human and a computer during service interactions. Although trust is known to be an integral part of customer experience during human-to-human interactions, it has been suggested that even when service is provided by an inanimate entity, trust remains a relevant factor. This study evaluated a tool purporting to measure system trust during automated service interactions. Participants completed an auto rate quote via one of two insurers' websites. A two-factor structure was uncovered. The scale exhibited strong internal consistency, sensitivity to objective task success, and was significantly related to several other customer experience measures. The results provide convergent evidence that the scale is a valid and reliable tool for describing customers' experiences during automated interactions.