온라인 금융서비스 만족에 영향을 미치는 요인과 결과에 관한 연구

Abstract

In this study, We tried to find the factors which effect to consumer's satisfaction and examine relationship between the consumer's satisfaction and trust on the online financial service. We find the factors of system stability, security technology, lower commission and transacion speed on the online financial service are important factors to consumers. However consumer's experience in computer and internet is insignificant. And we also find that consumer's satisfaction is closely related with trust of online financial service. System stability, such as transaction speed, error frequency, is important factor to customer satisfaction. Because online-financial service directly means the money transaction that error-free service is critical to customer. Therefore online financial service providers consistently invest to system stability. Security technology is also important factor to customer satisfaction. Security is essential requirement of virtual financial service providers. Thus online-financial service providers made efforts to raise the level of security. And online-financial service providers made a plan for marketing campaign for evaluating customer satisfaction. Among the benefit for using the online financial service, lower fee has influence on customer satisfaction. Customer seems to consider convenience and knowledge-based information as his desert due. So online financial service providers try to induce customer transaction in their web-site providing various knowledge based information and marketing event. Our result suggests that the online financial service provider must consider system stability for consistent service and various marketing for lock-in the consumer in their web-sites. Significant factors are very meaningful to service provider because consumer who satisfy the web-site, he consistently transact the money and that gives the service provider the persistent profit. And these factors suggest some guidelines to improve the online financial service planning.