은행지점의 이용편리성과 태도가 지속적 이용의도에 미치는 영향: 인지적 잠김(Cognitive Lock-in)현상을 중심으로
The Effects of Usage Convenience and Attitude on the Intent to Use Bank Branch
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초록
이 연구는 은행지점의 이용의도를 촉진하는 지점의 이용편리성과 태도를 탐색하였다. 은행지점요인으로 이동거리와 영업시간, 개인적 요인으로 지점 이용경험과 지점거래에 대한 자기효능감이 지점이용 편리성에 긍정적 영향을 미치며, 은행지점요인인 금리와 은행원의 친절성이 은행지점 태도에 긍정적 영향을 미치는 것으로 분석되었다. 기대와 달리 지점은행원의 업무처리능력은 은행지점태도에 영향을 미치지 않았다. 지점 은행원의 업무처리능력은 은행원의 표준화된 업무처리로 고객에게 은행원의 업무지식과 전문성의 수준이 차별화되지 못하여 지점태도에 영향을 미치지 못한 것으로 추론된다.
Abstract
This study focused on roles of the usage convenience of and attitude toward the bank branch on the intent to use. For this purpose, the roles of the usage convenience on the effects of location and working time of a bank branch, usage experience and self-efficacy of clients on the intent to use, and the roles of the attitude toward the bank branch on the effects of economic interest, friendliness and capacity of the bank staff on the intent to use were examined. First, the survey found that usage convenience of and attitude toward a bank branch could have positive influence upon the use intention of clients. And the usage convenience positively affects the attitude toward a bank branch. Second, it became clear from the survey that usage convenience of a bank branch was affected favorably by usage experience and self-efficacy, location and working time,Third, it was analyzed that the attitude of a bank branch could be rated highly as clients feel being treated more friendly during their contact with bank staff members and the utilitarian value of the bank products would be deemed to be more economic. However, it turned out that the capacity of bank branch staffs has nothing to do with attitude to the branch, which might signify the fact that the expertism or knowledge about their job is regarded by clients as basic essentials of bank staff members, to have thus no direct relationship with their attitude.
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