모바일뱅킹 수용의 영향 요인에 관한 연구 -지각된 가치, 고객만족, 충성도의 관점에서-
A Study on the Determinants of Adoption of Mobile Banking Service - A Perspective of Perceived Value, User Satisfaction, and Loyalty -
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초록
본 연구는 지각된 모바일 서비스 품질과 충성도와의 관계, 그리고 지각된 가치와 고객만족의 매개효과에 대해 분석하고자 하였다. 이를 위해 영향요인을 선정하여 구조등식모형을 분석하였다. 분석결과 지각된 유용성과 편리성, 신뢰성, 흥미성, 그리고 이동성으로 구성된 지각된 모바일 서비스 품질은 지각된 가치와 고객만족, 그리고 고객충성도에 유의한 영향을 미치는 것으로 나타났다. 특히, 지각된 가치와 고객만족은 지각된 모바일 서비스 품질과 고객충성도사이의 중요한 매개변수 역할을 하는 것으로 나타났다.
Abstract
This study investigates the relationship between perceived mobile service qualities and loyalty, and examines how perceived value and customer satisfaction play a mediating role between perceived mobile service qualities and loyalty in the context of mobile banking. For these purposes, the author developed a structural model which consists of several variables. In this model, perceived mobile service qualities that consists of perceived usefulness, ease of use, reliability, perceived enjoyment, and mobility were proposed to affect the perceived value and customer satisfaction, and in turn, result in higher loyalty. Thus, perceived value and customer satisfaction were proposed as core mediating variables between perceived mobile service qualities and loyalty.
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