모바일 뱅킹 서비스의 편의적 가치가 고객만족과 재이용의도에 미치는 영향

The Impact of Convenience Value of Mobile Banking Service on Customer Satisfaction and Re-Usage Intention : The Moderate Effect of Technology Anxiety

As mobile distribution environment is changing rapidly and competition is more intensive in businesses today, technology based self service have been changed and developed. Among the change, financial institutes and consumers are interested in mobile banking services. This study attempted to investigate the impact of service convenience value on customer satisfaction and re-usage intention, and investigated the moderate effect of technology anxiety in the relationship between service convenience value and mobile banking service usage. For this study, data were gathered from respondents who have experience using mobile banking service and analyzed by structural equation model. A convenience value affected consumer satisfaction and re-usage intention toward mobile banking service. Also, this study found that the more technology anxiety, the less re-usage intention. The results show that management and investment to improve convenience value and to reduce technology anxiety make consumers' satisfaction and re-usage intention toward mobile banking service.