Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A Study on the Effects of Digital Platform Capabilities and Customer Orientation of Financial Institutions on Service Innovation Behavior

금융기관의 디지털플랫폼역량과 고객지향성이 서비스혁신행동에 미치는 영향연구

  • Kim, Sang-Chul (Department of Business Consulting, Dae Jeon University) ;
  • Seo, Young-Wook (Department of Business Consulting, Dae Jeon University)
  • 김상철 (대전대학교 융합컨설팅학과) ;
  • 서영욱 (대전대학교 융합컨설팅학과)
  • Received : 2020.09.23
  • Accepted : 2020.10.20
  • Published : 2020.10.28
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Abstract

The purpose of this study is to examine the structural relationship between the digital platform capabilities of financial institutions and the impact of customer orientation on service innovation behavior through exploitation/exploration. A survey was conducted on employees of financial institutions to verify the research model, and the final 280 copies of the questionnaire were analyzed using SPSS 25 and SmartPLS 2.0. As a major research result, First, digital platform competency has a positive effect on exploitation and exploration. Second, customer orientation has a positive effect on exploitation, but not on exploration. Third, both exploitation and exploration have a positive impact on service innovation behavior. Through this research, this study shed new light on the relationship between digital platform capability and customer orientation that affects service innovation behavior of financial institutions, and expanded the scope of research through empirical research. Future research will require research attempts on various variables and research samples.

본 연구는 금융기관의 디지털플랫폼 역량과 고객지향성이 활용·탐색을 통하여 서비스혁신행동에 미치는 영향의 구조적 관계를 살펴보고자 하는데 목적이 있다. 연구모형 검증을 위하여 금융기관종사자를 대상으로 설문조사를 실시하였으며, 최종 280부의 설문지를 SPSS 25와 SmartPLS 2.0을 사용하여 분석하였다. 주요 연구결과로는 첫째, 디지털플랫폼역량은 활용과 탐색에 긍정적인 영향을 미친다. 둘째, 고객지향성은 활용에 긍정적인 영향을 미치지만, 탐색에는 긍정적인 영향을 미치지 않는다. 셋째, 활용과 탐색은 모두 서비스혁신행동에 긍정적인 영향을 미치는 것으로 나타났다. 이를 통해 본 연구는 금융기관의 서비스혁신행동에 영향을 미치는 디지털플랫폼역량과 고객지향성의 관계를 새롭게 조명하였으며, 실증연구를 통한 연구의 범위를 확대하였다. 향후 연구에서는 다양한 변수 및 연구표본을 대상으로 한 연구의 시도가 필요하다 하겠다.

Keywords

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