How to Form Rapport Between a Golf Caddy and a Golfer: Focusing on Information Trust

This study investigated the antecedents and consequences of rapport between golf caddies and golfers. Based on trust transfer theory, social penetration theory, and the theory of rapport-building behaviors, this study examined the relationships among two sub-dimensions of information trust, cognitive trust and affective trust, as well as rapport, satisfaction, attitude, and intentions to use. The data was collected from 387 golfers in South Korea. The proposed relationships were assessed using structural equation modeling. The results indicated that cognitive trust is an important predictor of affective trust, and both sub-dimensions of information trust contribute to the formation of rapport. Rapport had a positive influence on satisfaction with a golf caddy and attitude toward a country club. Lastly, satisfaction positively affects attitude, which subsequently has a positive impact on intention to use. The theoretical and practical implications are discussed based on these findings. This study contributes to the literature by extending the understanding of trust and rapport in the service industry, specifically within niche leisure industries, such as golf. By exploring the role of trust-based relationships between caddies and golfers, the current study presents new insights into how interpersonal processes influence customer satisfaction and behavioral intentions in high-contact service environments.