모바일 뱅킹서비스의 후기 수용의도에 관한 실증연구

다국어 초록 (Multilingual Abstract)

There has been a drastic proliferation of the use of mobile banking service in South Korea since the introduction of the smart-phone. Yet a number of studies have been focused on understanding how and what leads customers to accept mobile banking service. However, customer retention is central to the development of effective relationship marketing strategies. Therefore, it is necessary to find out how these experiences that customers have so far will influence on the continuance intention of mobile banking service. The purpose of this study is to suggest post-acceptance model of mobile banking service based on the studies of Bhattacherjee(2001) and Koo and Wati(2010). The Structural Equation Model technique has been applied to empirically evaluate the casual relationship among the constructs of the proposed model. The findings indicated that all variables(trust, perceived usefulness, confirmation) have significant influences on customers" satisfaction and continuance intention of mobile banking service. In addition this research suggests important strategic implications for the management of customer retention and relationship.

목차 (Table of Contents)

• Abstract
• Ⅰ. 서론
• Ⅱ. 이론적 고찰
• Ⅲ. 연구방법
• Ⅳ. 실증분석
• Ⅴ. 결론
• 참고문헌

참고문헌 (Reference)

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