서비스품질 결정요인과 구매행동에 관한 연구

An Empirical Study on the Relationship between Determinants of Service Quality and Purchasing Behavior: Focused on the Internet Banking

This paper deals with the following research topics on the basis of the service quality of Internet Banking. First, the components of the Internet Banking service will be described and the appropriate quality measures will be devised for the smooth Internet Banking. Second, the prerequisite variable such as the Internet Banking service quality, customer satisfactions and purchasing behavior are theoretically analysed. Third, it is discussed how the perceived quality of Internet Banking affects the purchasing activities of the customers. Finally, it will be discussed that these results are meaningful in establishing the marketing strategies of bank industry.