플랫폼 경쟁: 금융 슈퍼앱의 서비스 개선과 그림자노동 포착

Platform Competition in Financial Super Apps: Service Improvement and the Identification of Shadow Work

Recently, financial super apps that integrate diverse services into a single platform have emerged as a key digital strategy in the financial industry. However, as these services become more complex and multifunctional, empirical studies that rigorously evaluate and improve the quality of user experience remain limited. This study aims to identify the core service attributes of financial super apps, as well as the hidden dimension of user burden conceptualized as “shadow work,” and to systematically assess them using Importance-Performance Analysis (IPA). To this end, 15 service attributes were derived through in-depth interviews, and survey data were subsequently collected. The analysis targeted seven major financial super apps, including those offered by South Korea’s five leading commercial banks, Toss Bank, and Kakao Bank. The IPA results revealed that features such as “management convenience,” “authentication speed,” and “integration efficiency” were perceived as both important and satisfactory, indicating the need for their continued support. In contrast, attributes like “search functionality” and “chatbot services” were rated as important but less satisfactory, highlighting areas for improvement. Notably, characteristics such as “UI/UX intuitiveness” and “usage complexity” emerged as new forms of shadow work unique to financial platforms, underscoring the need for more user-centered design approaches. This study provides both practical and academic insights into super app service strategies and platform quality assessment.