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Examining Success Factors of Online P2P Lending Service Using Kano Model and Fuzzy-AHP

Kano 모형과 Fuzzy-AHP를 이용한 온라인 P2P 금융 서비스 성공요인 도출

  • 안경민 (동국대학교 테크노경영협동과정) ;
  • 이영찬 (동국대학교 경주캠퍼스 경영학부)
  • Received : 2018.03.18
  • Accepted : 2018.06.04
  • Published : 2018.06.30

Abstract

Recently, new financial services related to FinTech has gained attention more and more. Online P2P financial services transactions such as FinTech require careful examination of the constituents of information systems as an investment is made based on the information presented on the online platform without direct face-to-face contact. The purpose of this study is to find out the success factors of online P2P Lending service among FinTech. To serve the purpose, we build IS (information system) success model, and then use Kano model and fuzzy analytic hierarchy process (Fuzzy-AHP) to find out factors for the success of online P2P Lending service. In particular, this study uses Kano model to classify information system satisfaction factors and to calculate the satisfaction coefficient. The Kano model, however, has a drawback of evaluating single criterion. Therefore, we use multi-criteria decision-making technique such as Fuzzy-AHP to derive the relative importance of the factors. The analysis results show different results depending on the analysis technique. In the Kano model, most of the information system factors are a one-dimensional quality attribute. The satisfaction coefficient is highest for personalized service, followed by the responsiveness of service, ease of using a system, understanding of information, usefulness of information' reliability. The service reliability is the highest in dissatisfaction coefficient, followed by system security, service responsiveness, system stability, and personalized service. The results of the Fuzzy-AHP analysis shows that the usefulness of information quality, the personalization of service quality, and the security of system quality are the significant factors and the stability of system quality was a secondary factor.

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