은행 서비스의 채널통합품질이 옴니채널로열티에 미치는 영향: 옴니채널고객경험의 매개효과와 주관적 금융지식의 조절효과
The Effect of Channel Integration Quality of Banking Services on Omni-Channel Loyalty: Mediating Effect of Customer Experience and Moderating Effect of Subjective Financial Knowledge
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초록
최근 은행 산업은 고객과 다양한 채널 접점을 통합 관리하는 옴니채널 전략적 관점에서 고객경험의 중요성에 대한 인식이 높아지고 있다. 이처럼 변화하고 있는 유통 환경을 반영하여 본 연구는 SOR 모델에 근거하여은행의 채널통합품질이 옴니채널고객경험을 통해 옴니채널로열티에 미치는 구조적 관계를 규명하고자 한다. 특히 본 연구는 이러한 관계에서 고객경험의 매개효과와 주관적 금융지식의 조절 효과 규명에 주목하였다. 연구 결과, 옴니채널고객경험은 접근성, 개인화, 편리성, 동시성의 요인으로 구성된 개념으로 확인되었다. 또한 서비스구성품질과 통합상호작용품질은 옴니채널고객경험에, 고객경험은 옴니채널로열티에 각각 정(+) 의 영향을 미치며 이들 관계에서 옴니채널고객경험의 매개효과가 검증되었다. 더불어 주관적 금융지식은옴니채널고객경험과 옴니채널로열티의 관계에서 조절효과와 통합상호품질과 옴니채널로열티의 관계에서옴니채널고객경험의 간접효과에 대한 조절된 매개효과가 있는 것으로 분석되었다.
Abstract
In the rapidly changing retail environment, domestic banks are emphasizing the customer experience by integrating diverse touch-points across multiple channels from the perspective on omnichannel. Based on the SOR model, this study aimed to investigate the relationships between omnichannel integrated quality of bank and omnichannel loyalty through omnichannel customer experience. Also, the study identified the moderating effect of subjective financial knowledge for the relationship between customer experience and omnichannel loyalty. Findings of the study showed that the omnichannel customer experience consisted of four dimension: accessibility, personalization, convenience and synchronization. Also service configuration quality and integrated interaction quality have a positive effect on omnichannel customer experience and customer experience has a positive influence on omnichannel loyalty. Furthermore, the study found omnichannel customer experience to mediate the relationships between omnichannel integrated quality and omnichannel loyalty. In addition, subjective financial knowledge moderated the relationship between omnichannel customer experience and omnichannel loyalty and the moderated mediating effect of subjective financial knowledge was significant.
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