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

다국어 초록 (Multilingual Abstract)

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.

참고문헌 (Reference)

1 이상윤, "인터넷뱅킹의 서비스품질 결정요인에 관한 탐색적 연구" 2001

2 염창선, "인터넷뱅킹의 고객만족에 영향을 미치는 요인에 대한 실증적 연구" 대한산업공학회 17 (17): 305-313, 2004

3 조철호, "인터넷뱅킹에서 웹사이트 품질이 e가치와 고객만족에 미치는 영향" 한국고객만족경영학회 9 (9): 61-78, 2007

4 전병호, "인터넷뱅킹 사이트의 서비스품질과 인터넷 이용자 개인특성이 고객충성도에 미치는 영향" 한국정보시스템학회 14 (14): 197-226, 2005

5 김계수, "인터넷 커뮤니티 서비스와 e-가치 창출 전략: 구조방정식모형분석-개인형 홈페이지 서비스를 중심으로-" 한국경영학회 34 (34): 1101-1123, 2005

6 김철민, "인터넷 쇼핑몰에서의 소비자 충성도(e-충성도) 분석모형" 한국경영학회 33 (33): 9-9, 2004

7 박준철, "인터넷 쇼핑몰 이용자의 고객만족이 신뢰, 몰입, 고객충성행위에 미치는 영향" 한국경영정보학회 13 (13): 131-150, 2003

8 노영, "인터넷 뱅킹 서비스 품질이 고객가치와 고객만족에 미치는 영향에 관한 연구" 국제e-비즈니스학회 6 (6): 221-247, 2005

9 권재중, "은행경영 브리프: B2B전자상거래와 은행의 역할" 9 (9): 20-23, 2000

10 강병서, "신뢰를 매개변수로 한 감성제품의 재구매의도에 관한 연구" 한국고객만족경영학회 9 (9): 23-39, 2007

11 이학식, "서비스품질과 서비스가치" 2 : 77-99, 1999

12 조철호, "서비스가치가 고객만족과 충성의도에 미치는 영향 - 멀티플렉스영화관의 서비스품질 요인탐색 -" 한국서비스경영학회 9 (9): 201-228, 2008

13 조철호, "블로그 서비스품질이 서비스가치와 고객만족에 미치는 영향 : 싸이월드를 중심으로" 한국품질경영학회 35 (35): 35-51, 2007

14 김상현, "고객재구매의도 결정요인에 관한 연구:고객가치, 고객만족, 전환비용, 대안의 매력도" 한국마케팅학회 17 (17): 25-55, 2002

15 Wolfinbarger, M., "eTailQ: dimensionalizing, measuring and predicting etail quality" 79 : 183-198, 2003

16 Loiacono, E., "WebQual™: a website quality instrument" Worcester Polytechnic Institute 2000

17 Westbrook, R. A., "Value-Percept Disparity: An Alternative to the Disconfirmation of Expectations Theory of Consumer Satisfaction" 256-261, 1983

18 Al-Hawari, M, "The effect of automated service quality on Australian banks' financial performance and the mediating role of customer satisfaction" 24 (24): 127-147, 2006

19 Aydin, S., "The analysis of Antecedents of Customer Loyalty in the Turkish Mobile Telecommunication Market" 39 (39): 910-925, 2005

20 Howard, J. A., "The Theory of Buyer Behavior" Wiley 1969

21 Minjun Jun, "The Key determinants of Internet banking service quality: a content analysis" 19 (19): 276-291, 2001

22 Moss, P., "The First Six Months after Birth: Mothers' View of Health Visitors" Health Visit 71-74, 1986

23 Fornell, Claes, "The American Customer Satisfaction Index: Nature, Purpose, and Findings" 60 : 337-346, 1996

24 Liao, S., "The Adoption of virtual banking; an empirical study" 19 : 1999

25 Kristina Heinonen, "Temporal and spatial e-service value" 17 (17): 380-400, 2006

26 Gronroos, C., "Strategic Management and Marketing in the Service Sector" Swedish School of Economics and Business Administration 1982

27 Rust, R. T, "Service quality: insights and managerial implications from the frontier. in: Service Quality New Directions in Theory and Practice" Sage 1-19, 1994

28 Zeithaml, V. A., "Service quality, profitability and the economic worth of customers: what we know and what we need to learn" 28 (28): 67-85, 2000

29 Zeithaml, V. A., "Service quality delivery through web sites: a critical review of extant knowledge" 30 (30): 362-375, 2002

30 Parasuraman, A., "SERVQUAL: a multiple-item scale for measuring servicequality" 64 (64): 12-40, 1988

31 Kettinger, W. J., "Replication of meares of information systems research: the case of IS SERVQUAL" 30 (30): 893-899, 1999

32 Parasuraman, A., "Refinement and Reassessment of the SERVQUAL Scale" 67 : 420-450, 1991

33 Heinonen, K., "Reconceptualizing customer perceived value-the value of time and place" 14 (14): 205-215, 2004

34 Parasuraman, A., "Reassessment of Expectations as a Comparison Standard in Measuring Service Quality" 58 : 111-124, 1994

35 Holmlund, M., "Perceived quality in business relationships" Swedish School of Economics and Business Administration 1997

36 Soderlund, M., "Measuring Customer Loyalty with Multi-item Scales: A Case for Caution" 17 (17): 76-98, 2006

37 Cronin, J., "Marketing Service Quality: A Reexamination and Extension" 56 : 55-68, 1999

38 Cronin, J. J., "Looking back to see forward in services marketing: some ideas to consider" 13 (13): 332-347, 2003

39 Woodside, A. G., "Linking Service Quality, Customer Satisfaction and Behavioral Intension" 5-17, 1989

40 M. Sadiq Sohail, "Internet banking and quality of service-Perspectives from a developing nation in the Middle East" 32 (32): 58-72, 2008

41 Kettinger, W. J., "Global measures of information service quality: a cross-national study" 26 (26): 569-588, 1995

42 Garcia-Borbolla, A., "Empirical evidence concerning SMEs' corporate websites: explaining factors, strategies and reporting" 5 (5): 171-202, 2005

43 Parasuraman, A., "E-S-QUAL: a multiple-item scale for assessing electronic service quality" 7 (7): 213-233, 2005

44 Petrick, J. F., "Development of a Multi-dimensional scale for measuring the perceived value of service" 34 (34): 119-134, 2002

45 You, B., "Developing a scale to measure the perceived quality of an internet shopping site(Sitequal)" 2 (2): 31-46, 2001

46 Wang, Y-S., "Determinants of user acceptance of Internet banking: and empirical study" 14 (14): 501-519, 2003

47 Hellier, P. K., "Customer Repurchase Intention: A General Structural Equation Model" 37 (37): 1762-1800, 2003

48 Zeithaml, V. A., "Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence" 52 : 2-22, 1988

49 Peter, J. P., "Consumer Behavior and Marketing Strategy" 75-80, 1990

50 Jayawardhena, C., "Changes in the banking sector-the case of internet banking in the UK" 10 (10): 19-31, 2000

51 Rowley, J., "An analysis of the e-service literature: towards a research agenda" 16 (16): 339-359, 2006

52 Spreng, R. A., "An Empirical Service Qualiry & Satisfaction" 72 (72): 15-32, 1996