인터넷뱅킹의 서비스품질이 e-서비스가치 및 고객만족과 고객충성도에 미치는 영향 (The Effect of Service Quality on E-Service Value, Customer Satisfaction and Loyalty in Internet Banking)

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· 발행기관 : (사)디지털산업정보학회
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· 저자명 : 정기한, 박민영, 신재익

초록

With the growth of e-commerce banks make the best use of internet banking which
can provide all sorts of financial services in cyber space and satisfy customers beyond
traditional banking services which are cash reserve and loan based on retail. For survival
of internet banking high quality of service should be provided to customers. For this, the
attributes of service quality in internet banking should be identified first.
The studies on scale of service quality in internet banking have been divided into two
ways. While traditional way has focused on SERVQUAL, several researchers have
developed scale of e-service quality. However, the dimension of e-service quality is
applied from the traditional dimension of service quality. In this paper five dimensions of
tangibles, reliability, responsiveness, assurance, and empathy based on SERVQUAL are
used as scale of service quality in internet banking through reviewing previous studies.
In addition, because service value is correlated to service quality, the dimensions of
service quality can affect e-service value. The positive relationship among e-service value,
customer satisfaction, and customer loyalty in online or offline service has been identified
by previous studies.
The purpose of this study is to identify the relationship among service quality,
e-service value, customer satisfaction, and customer loyalty in internet banking. SPSS 12.0
is used to test validity and reliability of questionnaire items and correlation of variables
and AMOS 4.0 is used to test the hypotheses.
The results of this study show that the responsiveness, assurance, and empathy factors
of service quality have a positive effect on service value and that the tangible and assurance factors have a positive effect on customer satisfaction. It also shows that
e-service value affects positively customer satisfaction and loyalty. Customer satisfaction
affects positively customer loyalty. Therefore, to enhance customer satisfaction and
loyalty, service quality and value of internet banking should be improved through
reinforcing customers' trust in internet service quality.

영어초록

With the growth of e-commerce banks make the best use of internet banking which
can provide all sorts of financial services in cyber space and satisfy customers beyond
traditional banking services which are cash reserve and loan based on retail. For survival
of internet banking high quality of service should be provided to customers. For this, the
attributes of service quality in internet banking should be identified first.
The studies on scale of service quality in internet banking have been divided into two
ways. While traditional way has focused on SERVQUAL, several researchers have
developed scale of e-service quality. However, the dimension of e-service quality is
applied from the traditional dimension of service quality. In this paper five dimensions of
tangibles, reliability, responsiveness, assurance, and empathy based on SERVQUAL are
used as scale of service quality in internet banking through reviewing previous studies.
In addition, because service value is correlated to service quality, the dimensions of
service quality can affect e-service value. The positive relationship among e-service value,
customer satisfaction, and customer loyalty in online or offline service has been identified
by previous studies.
The purpose of this study is to identify the relationship among service quality,
e-service value, customer satisfaction, and customer loyalty in internet banking. SPSS 12.0
is used to test validity and reliability of questionnaire items and correlation of variables
and AMOS 4.0 is used to test the hypotheses.
The results of this study show that the responsiveness, assurance, and empathy factors
of service quality have a positive effect on service value and that the tangible and assurance factors have a positive effect on customer satisfaction. It also shows that
e-service value affects positively customer satisfaction and loyalty. Customer satisfaction
affects positively customer loyalty. Therefore, to enhance customer satisfaction and
loyalty, service quality and value of internet banking should be improved through
reinforcing customers' trust in internet service quality.

참고자료

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