Brand Equity of Global Card Networks and Its Effects on Customer Satisfaction and Behavioral Intention: The Moderated Mediation Effect of Perceived Convenience

다국어 초록 (Multilingual Abstract)

This study investigates the impact of global card network brand equity on customer satisfaction and behavioral intention and empirically tests the moderated mediation effect of perceived convenience. Given the limited functional differentiation among global card brands such as Visa, Mastercard, and American Express, this context enables a focused examination of the influence of the intangible value of brand equity on consumer behavior.
The results indicate that brand equity exerts a positive effect on customer satisfaction, and both brand equity and customer satisfaction have statistically significant direct effects on behavioral intention. Customer satisfaction is further found to mediate the relationship between brand equity and behavioral intention. In addition, perceived convenience significantly moderates the indirect effect of brand equity on behavioral intention via customer satisfaction, indicating a moderated mediation mechanism.
These findings underscore the strategic importance of managing brand equity in service industries characterized by constrained functional differentiation. They also provide empirical evidence that perceived convenience functions as a pivotal strategic variable that amplifies brand experience and, in turn, enhances customer satisfaction and behavioral intention.