온라인 증권거래시스템 HTS의 품질요인이 고객충성도에 미치는 영향

The objectives of this study is to explore the structural relationship between factors involving HTS quality (design, information, security), customer satisfaction, and customer loyalty is to be examined. In particular, this research has tried to discover the moderating effect of IT application ability. A survey questionnaire was distributed to 1,200 customers across the nation who were using the HTS system, and 750 responses were collected, out of which 67, which were regarded lacking in proper information fill-in, were deleted. A descriptive statistical analysis was applied to the remaining 683 responses, and SEM (Structural Equation Model) was used for hypothesis-testing. The results of the research are summarized as follows: First, it was found that the design quality of HTS had a positive significant effect on customer's satisfaction on information. Second, the information quality of HTS was found to have a positive significant effect on customer's satisfaction on information. Third, the security quality of HTS was also found to have a positive significant effect on customer's satisfaction on information. Fourth, IT application ability, the customer characteristics, was found to have a moderating effect on the relationship between HTS quality, customer satisfaction, and customer loyalty. The results of this study are thought to contribute not only to the promotion of competitiveness of securities companies, but also to specialized customer service relevant to specific customer characteristics, and improvement of HTS service.