DOI QR코드

DOI QR Code

모바일 간편 결제 서비스 품질 및 기업 명성이 고객 만족과 충성도에 미치는 영향: 전환장벽의 조절적 작용

The Effect of Service Quality and Company Reputation on Customer Satisfaction and Loyalty in Mobile Payment: Moderating Effects of Switching Barriers

  • Kim, Eun Bi (College of Business Administration, Seoul National University) ;
  • Yang, Hongsuk (College of Business Administration, Seoul National University)
  • 투고 : 2017.04.27
  • 심사 : 2017.06.08
  • 발행 : 2017.06.30

초록

전 세계적으로 핀테크(FinTech) 방식의 금융 서비스가 활성화되면서 모바일 결제 시장에 대한 관심이 높아지고 있다. 따라서 모바일 간편 결제 서비스의 이용 의도에 영향을 미치는 요인은 무엇이며 이용 행위를 저해하는 요인에는 무엇이 있는지 파악하기 위하여 본 연구는 모바일 간편 결제 서비스 이용 고객의 만족과 충성도에 영향을 미치는 요인을 찾아내고, 이러한 요인들에 전환장벽이 유의한 영향을 미치는지에 대해 검토한다. 이러한 연구는 모바일 기반 결제 서비스의 지속적인 성장과 신규 고객층의 확산을 위한 시사점을 찾는 데 도움이 될 것이다. 이를 위하여 설문조사를 실시하고, 수집된 자료를 바탕으로 제시된 구조방정식 연구 모형을 통해 검증을 실시하였다. 분석 결과, 고객들이 지각하고 있는 기업에 대한 가치 즉, 기업 명성은 고객 만족도와 충성도에 유의한 영향을 미치는 것으로 나타났다. 서비스 품질 요인 중에서는 편의성과 보안성이 고객 만족도에 영향을 미치는 것으로 나타났고, 이러한 고객 만족도는 충성도에 영향을 미치는 것으로 나타났다. 또한, 전환장벽 중에서는 계약비용, 연속비용, 학습비용, 대안의 매력 그리고 서비스 회복 요인이 고객 만족이 서비스에 대한 충성도로 이어지는데 조절효과로서의 영향을 가지는 것으로 나타났다. 따라서 모바일 간편 결제 서비스 시장에 진출하려는 서비스 제공 기업은 높은 서비스 품질로서 고객 만족도를 증가시키는 동시에 서비스의 전환장벽을 증가시키기 위해 노력해야 한다. 특히, 고객 충성도는 서비스의 수익성과 장기 성장과도 밀접한 관련이 있으므로 이를 관리하고 높일 수 있는 방안을 지속해서 개발해야 한다.

The purpose of this research is to investigate the factors that impact customer satisfaction and loyalty in mobile payment services. Specifically, this research (1) studies the influence of company reputation on customer satisfaction and loyalty, (2) examines service quality dimensions that increase customer satisfaction, and (3) assesses switching barriers as moderators in influencing customer loyalty. Findings of this empirical research reconfirm the point of view that company reputation, service quality, and switching barriers are crucial for customer satisfaction in mobile payment services. The research methodologies that were used to verify the hypothesis in this study included customized surveys and structural equation modeling. The results demonstrated that company reputation significantly affects customer satisfaction and loyalty. Additionally, the results indicated that only two of the five total service qualities, ease of use and the security/privacy qualities, have positive influences on customer satisfaction. Customer satisfaction has also proven to be a significant influence on loyalty. Lastly, the results showed that among the factors of switching barriers, the factors of lost performance costs, sunk costs, setup costs, the attractiveness of alternatives, and service recovery have moderating effects on the relationships between customer satisfaction and loyalty. Base on the results, this research recommends that firms aim at devising integrated strategies that make switching barriers act as complements to customer satisfaction.

키워드

참고문헌

  1. Anderson, E. W., Fornell, C., and Lehmann, D. R. (1994), Customer satisfaction, market share, and profitability: Findings from Sweden, Journal of Marketing, 58(3), 53-66. https://doi.org/10.2307/1252310
  2. Anderson, J. C., and Gerbing, D. W. (1988), Structural equation modeling in practice: A review and recommended two-step approach, Psychological bulletin, 103(3), 411. https://doi.org/10.1037/0033-2909.103.3.411
  3. Anderson, J. C. and Narus, J. A. (1990), A model of distributor firm and manufacturer firm working partnerships, Journal of Marketing, 54(1), 42-58. https://doi.org/10.2307/1252172
  4. Andreassen, T. W. and Lindestad, B. (1998), Customer loyalty and complex services: The impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise, International Journal of Service Industry Management, 9(1), 7-23. https://doi.org/10.1108/09564239810199923
  5. Aydin, S., Ozer, G., and Arasil, O.(2005), Customer loyalty and the effect of switching costs as a moderator variable: A case in the Turkish mobile phone market, Marketing Intelligence & Planning, 23(1), 89-103. https://doi.org/10.1108/02634500510577492
  6. Balmer, J. and Greyser, S. (2003), Revealing the corporation, London/New York: Routledge.
  7. Barnes, S. and Vidgen, R. (1999), Information and internet quality: evaluating internet bookshop web sites with WebQual, Proceedings of international conference on information system (ICIS), Charlotte, North Carolina, December, 279-285.
  8. Bentler, P. M. (1990), Comparative fit indexes in structural models, Psychological Bulletin, 107, 238-246. https://doi.org/10.1037/0033-2909.107.2.238
  9. Bollen, K. A. (1989), Structural equations with latent variables, John Wiley & Sons, Inc.
  10. Brady, M. K. and Cronin, J.(2001), Some new thoughts on conceptualizing perceived service quality: A hierarchical approach, Journal of Marketing, 65(3), 34-49. https://doi.org/10.1509/jmkg.65.3.34.18334
  11. Brown, T. J. and Dacin, P. A. (1997), The company and the product: Corporate associations and consumer product responses, Journal of Marketing, 61(1), 68-84. https://doi.org/10.2307/1252190
  12. Colgate, M. and Lang B. (2001), Switching barriers in consumer markets: An investigation of financial services industry, Journal of Consumer Marketing, 18(4), 332-347. https://doi.org/10.1108/07363760110393001
  13. Cordozo, R. N. (1965), An experimental study of customer effort, expectation, and satisfaction, Journal of Marketing Research, 2(3), 244-249. https://doi.org/10.2307/3150182
  14. Cronin, J. J. Jr. and Taylor, S. A.(1992), Measuring service quality: A reexamination and extension, The Journal of Marketing, 56(3), 55-68. https://doi.org/10.2307/1252296
  15. Davis, F. (1989), Perceived usefulness, perceived ease of use, and user acceptance of information technology, MIS Quaterly, 13(3), 319-340. https://doi.org/10.2307/249008
  16. De la Fuente Sabate, J. M. and de Quevedo Puente, E. (2003), Empirical analysis of the relationship between corporate reputation and financial performance: A survey of the literature, Corporate Reputation Review, 6(2), 161-177. https://doi.org/10.1057/palgrave.crr.1540197
  17. Dick, A. S. and Basu, K. (1994), Customer loyalty: Toward an integrated conceptual framework, Journal of the Academy of Marketing Science, 22(2), 99-113. https://doi.org/10.1177/0092070394222001
  18. DMC Media (2015), Understanding of Mobile Payment Services and Customer Behavior, DMC Report (디엠시 미디어. (2015). 모바일 간편 결제서비스 이용 실태).
  19. Engel, J. F. and Blackwell, R. D.(1982), Consumer Behavior, 4th ed., Chicago, Dryden Press.
  20. Fombrun, C. J. (1996), Reputation, Boston, Harvard Business School Press.
  21. Fornell, C. G. (1992), A national customer satisfaction barometer: The Swedish experience, Journal of Marketing, 56(1), 6-21. https://doi.org/10.2307/1252129
  22. Frederick, F. R. and Schefter, P.(2000), E-loyalty: your secret weapon on the web, Harvard Business Review, 78(4), 105-113.
  23. Greyser, S. A. (1999), Advancing and enhancing corporate reputation, Corporate Communications: An International Journal, 4(4), 177-181. https://doi.org/10.1108/13563289910299292
  24. Gronhaug, K. and Gilly, M. C. (1991), A transaction cost approach to customer dissatisfaction and complaint actions, Journal of Economic Psychology, 12, 165-183. https://doi.org/10.1016/0167-4870(91)90048-X
  25. Gronroos, C. (1984), A service quality model and its marketing implications, European Journal of Marketing, 18(4), 36-44. https://doi.org/10.1108/EUM0000000004784
  26. Gronroos, C.(1988), Service quality: the six criteria of good perceived service quality, Review of Business, 9(3), 10-13.
  27. Hong, Jang W. (2015), Golden Time of FinTech Korea with IT, Maeil Business News Korea (홍장원. (2015). IT로 무장한'핀테크 코리아'골든타임을 사수하라, 매일경제).
  28. Jeon, Soo Y. and Ha G. S. (2010), The Effect of Service Quality of e-Payment on the Acceptance of Technology, Asia-Pacific Journal of Business Venturing and Entrepreneurship, 47-67 (전수용, 하규수. (2010). 전자결제시스템의 서비스품질이 수용의도에 미치는 영향, 한국벤처창업학회 하계통합학술대회 2010.08, pp. 47-67).
  29. Jones, M. A., Mothersbaugh, D. L., and Beatty S. E. (2000), Switching barriers and repurchase intentions in services, Journal of Retailing, 76(2), 259-272. https://doi.org/10.1016/S0022-4359(00)00024-5
  30. Kim, Pan S. and Han J. H. (2011), The Effect of Service Quality on Customer Satisfaction and Customer Loyalty in Take-Out Coffee Shop: Moderating Effects of Switching Barriers, Korean Journal of Business Administration, 24(5), 2499-2518 (김판수, 한장협. (2011). 커피전문점 서비스품질이 고개만족과 충성도에 미치는 영향: 전환장벽의 조절적 작용, 대한경영학회지 제24권 제5호, 2011.10, pp. 2499-2518).
  31. Kim, W. G., Rachjaibun, N., Han, J. S., and Lee, G. H. (2011), The influence of hotel website factors on e-loyalty in a B2C context, Tourism Economics, 17(5), 1103-1127. https://doi.org/10.5367/te.2011.0073
  32. Kim, Young T. and Oh J. C. (2007), An Empirical Study on Effect of Mobile Banking Service Quality on Customer Loyalty and Switching Intention, Korean Journal of Business Administration, 20(6), 2855-2877 (김영택, 오종철. (2007). 모바일 뱅킹 서비스품질이 고객충성도 및 전환 의도에 미치는 영향에 과한 실증적 연구, 대한경영학회지 제20권 제6호, 2007.12, pp. 2855-2877).
  33. Kotler, P. and Armstrong, G.(2004), Principles of Marketing, 10th ed., Upper Saddle River, NJ, Prentice Hall.
  34. Kuo, Y. F., Wu, C. M., and Deng, W. J. (2009), The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services, Computers in Human Behavior, 25, 887-896. https://doi.org/10.1016/j.chb.2009.03.003
  35. Lam, S. Y., Shankar, V., Erramilli, M. K., and Murthy, B. (2004), Customer value, satisfaction, loyalty, and switching costs: An illustration from a business-to-business service context, Journal of the Academy of Marketing Science, 32, 293-311. https://doi.org/10.1177/0092070304263330
  36. LeBlanc, G., and Nguyen, N. (1996), Cues used by customers evaluating corporate image in service firms: An empirical study in financial institutions, Corporate Communications, 1(2), 30-38. https://doi.org/10.1108/eb046527
  37. Lee, M., and Cunningham, L. (2001), A cost/benefit approach to understanding service loyalty, Journal of Services Marketing, 15(2), 113-130. https://doi.org/10.1108/08876040110387917
  38. Lee, Moon G. and Hong S. T. (2002), Understanding of Customer's Behavior, Bubmunsa (이문규, 홍성태. (2002). 소비자 행동의 이해, 서울 법문사).
  39. Lee, Soo Y. and Park J. W. (2016), A Study on the Intention of the Use of Mobile Payment Services: Application of the Technology Acceptance Model, Journal of the Korean Operations Research and Management Science Society, 33(2), 65-74 (이수연, 박조원. (2016). 모바일 간편 결제 서비스 이용 의도에 관한 연구: 기술 수용 모델을 중심으로, 한국경영과학회지 제33권 제2호, 2016.06, pp. 65-74).
  40. Lehmann, D. R. and O'Shaughnessy, J. (1974), Difference in attribute importance for different industrial products, Journal of Marketing, 38(2), 36-42. https://doi.org/10.2307/1250195
  41. Lehtinen, J. R. (1983), Customer oriented service system, Service management institute working paper, Helsinki, Finland.
  42. Methlie, L., and Nysveen H. (1999), Loyalty of online bank customers, Journal of Information Technology, 14(4), 375-386. https://doi.org/10.1080/026839699344485
  43. Morgan, R. and Hunt, S. (1994), The commitment-trust theory of relationship marketing, Journal of Marketing, 58(7), 20-38.
  44. Mudambi, S. M., Doyle, P., and Wong, V. (1997), An exploration of branding in industrial markets, Industrial Marketing Management, 26(5), 433-446. https://doi.org/10.1016/S0019-8501(96)00151-4
  45. Nguyen, N., and Leblanc, G. (2001), Corporate image and corporate reputation in customers' retention decision in services, Journal of Retailing and Consumer Services, 8, 227-236. https://doi.org/10.1016/S0969-6989(00)00029-1
  46. Oliver, R. L. (1999), Whence customer loyalty? The Journal of Marketing, 63, 33-44.
  47. Olson, J. C., and Jacoby J. (1972), Cue utilization in the quality perception process, SV-Proceedings of the Third Annual Conference of the Association for Consumer Research, 167-179.
  48. Parasuraman, A., Zeithaml, V. A., and Berry, L. L. (1985), A conceptual model of service quality and its implications for future research, Journal of Marketing, 49(4), 41-50. https://doi.org/10.2307/1251430
  49. Parasuraman, A., Zeithaml, V. A., and Berry, L. L. (1988), SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality, Journal of Retailing, 64(1), 12-40.
  50. Parasuraman, A., Zeithaml, V. A., and Malhotra, A. (2005), E-S-QUAL: A multiple-item scale for assessing electronic service quality, Journal of Retailing, 7(3), 213-233.
  51. Park, Ji H. and Shin G. K. (2012), Effects of Smartphones Usability on User's Satisfaction and Loyalty: Focusing on Moderating Effect of Terms of Use, Korean Journal of Business Administration, 25(2), 811-831 (박지형, 신건권. (2012). 사용성 요인이 스마트폰 사용자의 만족도와 충성도에 미치는 영향: 사용기간의 조절효과를 중심으로, 대한경영학회지 제25권 제2호, 2012.04, pp. 811-831).
  52. Park, Sung K. (2012), A Study on Structural Relationship among Perceived Value, Customer Satisfaction, Switching Cost and Loyalty of Chinese Consumers: the Moderating Effect of Switching Cost, Journal of Industrial Economics and Business, 25(1), 275-295 (박성규. (2012). 중국소비자들의 지각된 가치, 고객만족, 전환비용 및 충성도 간의 구조적 관계: 전환비용의 조절효과, 한국산업경제학회 제25권 제1호, 2012.02, pp. 275-295).
  53. Recicheld, F. F., and Sasser, W. E. Jr. (1990), Zero defections: Quality comes to services, Harvard Business Review, 68, 105-111.
  54. Ryan, M. J., Rayner, R., and Morrison, A. (1999), Diagnosing customer loyalty drivers, Marketing Research, 11(2), 18-26.
  55. Shapiro, C. (1983), Premiums for high quality products as returns to reputations, The Quarterly Journal of Economics, 98(4), 1253-1265.
  56. Sengupta, S., Krapfel, R. E., and Pusateri, M. A. (1997), Switching costs in key account relationships, Journal of Personal Selling & Sales Management, 17(4), 9-16.
  57. Smith, A. K., and Bolton, R. N. (1998), An experimental investigation of customer reactions to service failure and recovery encounters paradox or peril? Journal of service research, 1(1), 65-81. https://doi.org/10.1177/109467059800100106
  58. Wartick, S. L. (2002), Measuring corporate reputation definition and data, Business and Society, 41(4), 371-392. https://doi.org/10.1177/0007650302238774
  59. Wong, C. B. (2011), The Influence of customer satisfaction and switching costs on customer retention: retail internet banking services, Global Economy and Finance Journal, 4(1), 1-18.
  60. Yanamandram, V. K., and White L. (2006), Exploratory and confirmatory factor analysis of the perceived switching costs model in the business services sector.
  61. Yang, Yoon and Yoon, J. H. (2013), The Effect of Corporate Social Responsibility, Corporate Reputation, and Social Value Orientation on Brand Attitude, Journal of Korean Psychological Association, 14(3), 409-426 (양윤, 윤정화. (2013). 기업의 사회적 책임, 기업 명성, 사회적 가치지향이 브랜드 태도에 미치는 영향, 한국심리학회지: 소비자.광고 제14권 제3호, 2013.08, pp. 409-426).
  62. Yang, Z., and Robin T. P. (2004), Customer perceived value, satisfaction, and loyalty: The role of switching costs." Psychology & Marketing, 21(10), 799-822. https://doi.org/10.1002/mar.20030
  63. Yoon, E., Guffey, H. J., and Kijewski, V.(1993), The effects of information and company reputation on intentions to buy a business service, Journal of Business Research, 27(3), 215-277. https://doi.org/10.1016/0148-2963(93)90027-M
  64. Zeithmal, V., Leonard, B., Parasuraman, A. (2000), Service quality, profitability, and the economic worth of customer: What we know and what we need to learn, Journal of Marketing Science, 28(1), 67-85. https://doi.org/10.1177/0092070300281007
  65. Zemke, R. (1993), The art of service recovery: Fixing broken customers and keeping them on your side, The Service Quality Handbook, Amacom, 463-479.
  66. Zins, A. H. (2001), Relative attitudes and commitment in customer loyalty models: Some experiences in the commercial airline industry, International Journal of Service Industry Management, 12(3/4), 269-294. https://doi.org/10.1108/EUM0000000005521

피인용 문헌

  1. 모바일 뱅킹에서 핀테크 서비스로의 전환 시 고객만족에 영향을 미치는 요인에 관한 실증연구 vol.26, pp.4, 2017, https://doi.org/10.5859/kais.2017.26.4.203