The Journal of the Convergence on Culture Technology (문화기술의 융합)

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
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A Study on The Factors Affecting Customer Satisfaction and Intention to Use of Internet-only Banking Services

인터넷 전문은행 서비스의 만족과 이용의도에의 영향요인에 관한 연구

  • 이은영 (한국기술교육대학교 산업경영학부) ;
  • 바트다와 (한국기술교육대학교 대학원)
  • Received : 2020.11.02
  • Accepted : 2020.11.20
  • Published : 2020.11.30
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Abstract

We examined the factors affecting user satisfaction and persistent intention of use for the Internet-only banking services. Firstly, this study extracted factors that influence the acceptance of Internet-only banking services based on previous studies. The purpose of this study is to investigate the effect of perceived relative advantage, perceived convenience, perceived usefulness as independent variables based on Technology Acceptance Model for two dependent variables ; user satisfaction and intention for continuous use for internet-only banking service. The study showed that perceived relative advantage, perceived convenience, and perceived usefulness have a significant effect on user satisfaction and intention for continuous use as a result of an empirical analysis of 204 customers of internet-only banking services. Based on the results of the study, some practical implications for customer retention are suggested.

본 연구는 인터넷 전문 은행 서비스의 고객만족도와 이용의도에 영향을 미치는 요인들을 분석하기 위해 수행되었다. 본 연구는 이를 위해 인터넷 전문은행 서비스에 대한 선행연구를 바탕으로 인터넷 전문은행 서비스의 수용에 영향을 미치는 요인을 추출하였다. 기술수용모델을 기반으로 지각된 상대적 이점, 지각된 편리성, 지각된 유용성의 독립 변수를 설정하였고 인터넷 전문은행 서비스의 만족도과 지속이용의도를 종속변수로 하는 연구모델을 설정하였고, 이를 실증분석을 통해 검증하였다. 실증은 인터넷 전문은행 이용경험이 있는 204명의 고객들을 대상으로 설문조사를 통하여 실시하였다. 연구 결과, 지각된 상대적 이점, 지각된 편리성, 지각된 유용성은 인터넷 전문은행 서비스의 고객만족에 모두 유의한 영향을 미치는 것으로 나타났으며, 고객만족도는 인터넷 전문은행 서비스의 지속적인 이용의도에 유의한 영향을 미치는 것으로 나타났다. 연구결과를 바탕으로 서비스개선과 고객확보를 위한 실무적 시사점을 제시하였다.

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