모바일금융 고객의 태도형성요인이 관계몰입과 고객애호도에 미치는 영향

Abstract

In the era of digital convergence, mobile convergence which include new functions and services is the core competitiveness in banking industry. In particular, mobile convergence holds a very important position in the stock trading and banking services via mobile. The objective of this paper is to reveal not only the salient factors affecting the customer's positive attitude but also the relationship among attitude, relationship, and loyalty in the mobile convergence industry. The proposed research model was tested using SPSS 12.0 and Amos 7.0. The empirical results indicate that all hypothesized path is significant expect the one from perceived delight and perceived service cost to customer attitude. Relationships among Extended TAM model variables adding on trust are all significant supporting the conventional studies. The structural interactions among customer attitude, relationship involvement, and customer loyalty are confirmed to create positive effects. The supreme management of proposed structural interactions will help enlarge customer share in the sector of mobile finance which is one of the mobile convergence.