TAM요인, SERVQUAL요인, 웹서비스품질요인이 인터넷뱅킹의 신뢰와 만족 및 재이용의도에 미치는 영향

초록

The evolution of internet banking services has changed the nature of financial services delivered to customers. Retail banks can get notable cost savings, reduce their branch networks, and downsize the number of their service staff. The purpose of this study is to gain a deep understanding of the factors which influence the customer satisfaction and trust of these services and determine the internet banking consumers’ reuse intention on e-banking transactions. A research framework was developed to testify the statistical relationships among TAM, SERVQUAL, E-service quality, satisfaction, trust, and satisfaction on e-banking transaction. Factor analysis was performed to extract and decide on the number of factors underlying asset of measured variables of interest. Regression was tested to anticipate the effects of the antecedents(TAM, SERVQUAL, E-service Quality) and outcomes(reuse intention) on customer satisfaction and trust. The results are presented in details which indicate that the model is a proper predictor of internet banking reuse intent. The results indicate that factors being consisted of TAM, SERVQUAL, and Web-service quality not only continue to influence users but also have a relatively stronger effect on the dependent variable(satisfaction, trust, reuse). That is, user satisfaction,in turn, is determined primarily by users confirmation of various quality and value from prior use and developed into user satisfaction and trust acquiring reuse intention. The practical implications of the study are discussed and suggestions for future research are presented.