기존 만족도와 대안 매력도가 모바일 뱅킹서비스 전환의도에 미치는 영향

From Current Banking Services to Mobile Banking Service;The Influence of Existing Satisfaction and Alternative Attractiveness

To understand the relationship between factors influencing customers' intention to switch from current banking services to mobile banking service. We first investigates immediate influence of customers' satisfaction with existing banking service and attractiveness of mobile banking as an alternative service. We further examines the moderating effect of alternative service attractiveness that influences the relationship between existing service satisfaction and switching intention to mobile banking service.