The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
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Analyzing Factors Affecting Customer Loyalty of Internet Only Bank and their Determinants in China

인터넷전문은행의 고객 충성도에 미치는 영향 요인

  • 주재훈 (동국대학교 경주캠퍼스 경영학부(정보경영학전공)) ;
  • 런지아 (동국대학교 대학원 국제비즈니스협동과정)
  • Received : 2020.08.10
  • Accepted : 2020.09.09
  • Published : 2020.09.30
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Abstract

Purpose Internet only bank is one of the promising untact businesses which are rising in COVID-19 pandemic. Kakaobank and Kbank have been offering banking services since 2017 in Korea and WeBank and MYbank in China opened the services since 2015. It is necessary to examining determinants of customer loyalty beyond intention to use. The purpose of the present study is to analyze factors influencing customer loyalty and their determinants. A research model integrating the relationships among customer loyalty, service satisfaction, trust, and social influence, and their determinants was proposed. Design/methodology/approach Structural equation modelling for validating the research model was employed. 235 valid data were collected from users of Internet only bank in China. Nine latent variables grouped from 38 indicators were reliable and valid and nine hypotheses were tested by using SmartPLS. Findings All nine hypotheses were supported at significant levels of 0.001 and 0.01. Trust, service satisfaction, and social influence had influenced on customer loyalty. Trust not only affected customer loyalty directly, but also had influence on it indirectly through service satisfaction. Empathy and convenience are determinants of trust. Perceived expertise and dispositions believing acquaints had a positive influence on social influence, whereas users' anxiety for technology or change had a negative influence on social influence. Implications for academics and practitioners were suggested.

Keywords

References

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