Asia-Pacific Journal of Business Venturing and Entrepreneurship (벤처창업연구)

The Korean Society of Business Venturing (한국벤처창업학회)
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Factors Influencing Fintech's Customer Loyalty for Cross Border Payments: Mediating Customer Satisfaction

국경간 핀테크 결제거래에서 고객충성도에 영향을 미치는 요인에관한 연구: 고객만족의 매개효과를 중심으로

  • Rehman, Usman (Hoseo University Department of Venture Management Korea) ;
  • Ha, Kyu Soo (Department of Venture Management, Hoseo University)
  • Received : 2021.09.04
  • Accepted : 2021.12.08
  • Published : 2021.12.31
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Abstract

The goal of this study is to investigate and provide information to the Fintech Industry on the main factors responsible for customer loyalty via the mediating effect of customer satisfaction. Secondly, providing traditional banking reasons for customer shifts from banking to Fintech, therefore these factors could be more focused. The consumer choices presented in this study can thus serve as a foundation for further research into post-adoption behaviors associated with Fintech for cross-border payments. This study examines consumer evaluations of how key attributes of fintech using mobile payment services affect their choice by using a conjoint analysis approach, which allows for the approximation of user preferences for specific features. In our study we have used SPSS 26 to test the reliability and mediation effect on the sample size of 348 people who regularly used Fintech for cross border payments. All the questionnaires were prepared if the customers were given fintech as an option instead of traditional banks to send their remittances abroad. The result shows that(Service Quality, Customer's trust and product quality) effecting customer satisfaction significantly would be very helpful for the current fintechs working for home remittances to improve these factors and would serve as a benchmark for the upcoming fintech startups and traditional banks to focus on these factors and catch up the fintech Industry. Finally, it is argued that, in order to be successful, focusing on service quality, customer trust, and product quality triggered customer loyalty for the Fintech in comparison to other traditional options for cross-border payments via the mediation effect of customer satisfaction.

본 연구는 고객만족의 매개효과를 통해 고객충성도를 결정짓는 주요 요인을 연구하는 것이다. 또한 고객이 전통적인 자금이전과 은행에서 핀테크로 전환하는 이유를 살펴보고자 하였다. 이 연구에서 제시된 소비자 선택은 국경 간 자금거래에서 모바일 핀테크를 선택하는 요인에 대하여 알 수 있었다. 특정 요인에 대한 소비자 선호도를 추정할 수 있는 결합분석 접근방식을 사용하였다. 또한 모바일 결제 서비스를 사용하는 핀테크의 주요 속성이 선택에 미치는 영향에 대한 소비자 평가를 조사하였다. 이 연구에서는 국경 간 지불을 위해 정기적으로 모바일 핀테크를 사용하는 348명의 표본을 대상으로 분석하였다. 신뢰도와 매개효과를 검증하기 위해 SPSS 26을 사용하였다. 모든 설문지는 고객이 해외 송금을 위해 기존 은행 대신 핀테크를 사용하는 소비자들을 대상으로 연구하였다. 연구 결과 서비스 품질, 고객의 신뢰, 제품 품질은 고객의 만족도에 유의한 영향을 미치는 것으로 나타났다. 국가간 핀테크 결제거래에서 고객들의 충성도와 만족도를 높이기 위해서는 서비스 품질, 고객 신뢰 및 제품 품질에 보다 중점을 두어야 한다는 시사점을 얻을 수 있었다.

Keywords

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