서비스품질 지각이 고객만족과 고객충성도에 미치는 영향에 관한 연구

A Study on Service Quality Perception Affecting on Customer Satisfaction and Customer Loyalty

This study aims at presenting ways to enable financial organization using internet banking service to find the chance to establish proper strategy by measuring service quality of internet banking with 10 factors such as economic usefulness, information usefulness, reliability, customized service, ease of use, interesting, stability of system, service value, convenience, and perceived risk and finding relative importance affecting customer satisfaction and customer loyalty. For this study, existing references regarding service quality, customer satisfaction, and customer loyalty were reviewed, and research model was then created. Customers(228 samples over 20 years adults) using Nonghyup inernet banking in Jeonbuk and Chungnam area were selected. It was appeared that reliability, interesting, stability of system, service value, and perceived risk factors deciding among the factors deciding service quality affected to customer satisfaction. And customer satisfaction affected customer loyalty. The study provides following suggestions. Although the factors deciding service quality show difference in statistic significance, it generally provides customers with positive effect. Also, it was found that customer satisfaction acted as the significant mediating variable to reinforce the relationship between service quality and customer loyalty in internet banking.