Assessing the Effects of Multi-Channel Service Quality on Customer Satisfaction and Loyalty in Retail Banking

은행서비스의 다채널 별 서비스 품질 평가가 고객 만족 및 충성도에 미치는 영향

Kim, Jiyoung

  • Received : 2015.12.03
  • Accepted : 2015.12.09
  • Published : 2016.02.29


Service channel environments have changed dramatically with the advent of new, online digital channels. This article studies the effects of perceived multi-channel service quality on customer satisfaction and loyalty in the banking industry and the moderating role of age, which is a characteristic of customers. The objective is to identify the quality factors that affect the overall satisfaction and loyalty of a multi-channel customer. A quantitative study was conducted on 900 customers, with the main targets being users of the nine primary Korean retail banks. Results show that perceived service quality of the physical environment, human service, Internet banking, mobile banking, and ATM has a positive influence on overall satisfaction and loyalty. Age moderates the relationship among physical environment quality, human service, and customer loyalty.


Multi-Channel Service Quality;Retail Banking;Perceived Service Quality;Online Channel;Mobile Channel;Customer Satisfaction;Customer Loyalty;Customer Age


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