The Effect of Service Quality of Internet Banking Site ad Characteristic of lInternet User on Customer Loyalty

인터넷뱅킹 사이트의 서비스품질과 인터넷 이용자 개인특성이 고객충성도에 미치는 영향

Recently, internet as well as internet banking are growing rapidly. Most banks in Korea provide internet banking services for customers. Internet banking became a major trend in the financial marketplace. There are a few empirical research in this area. Although quality of internet banking service is an important concept, there is a lack of theory-based empirical research in this area. Therefore, this paper is aimed at finding whether service quality of internet banking influence customer satisfaction, and whether characteristic of internet banking user influence relationship between customer satisfaction and service quality of internet banking. Furthermore, this paper identify whether customer satisfaction influence customer loyalty. The research model proposed thirteen hypothesis and tested empirically. A total of 269 responses were received from internet banking users and analyzed. The analyses showed partial support for the affirmative effect of customer satisfaction and characteristic of internet banking user. But the relationship between customer satisfaction and customer loyalty is significant. Implications of these findings are that internet banking sites should concentrate on providing a high quality of banking services; information, trust, ease of use, and security of system and thereby strengthen customer loyalty.