수정된 IPA를 활용한 금융 마이데이터 서비스에 대한 사용자 인식 연구

With the recent acceleration of digital transformation, MyData services are gaining attention as a major tool for transforming the user experience through personalised data. However, to increase user satisfaction and promote the sustainable growth of MyData services, it is necessary to systematically analyse service quality characteristics and tailor strategies that reflect user needs across sectors. The aim of this study is to analyse the relationship between MyData service quality characteristics and user satisfaction, while identifying differences in service characteristics by sector to suggest directions for user-centred service quality improvement. To achieve this objective, ten service characteristics were identified through a literature review and in-depth interviews, and a revised IPA was conducted to determine the relative importance and satisfaction of these characteristics. As a result of the analysis, ‘responsiveness’ was identified as a ‘keep up the good work’ with both high user satisfaction and relative importance, while ‘tangibility’, ‘empathy’, and ‘understanding’ were identified as ‘concentrate here’ with high importance but low satisfaction. ‘Security’ was identified as a ‘low priority’, while ‘reliability’, ‘intuitiveness’, ‘process efficiency’, and ‘usability’ were identified as areas of potential overkill with low relative importance but high satisfaction. Additionally, post-hoc industry analysis revealed that security and empathy were priorities for improvement in the banking, savings, and mutual finance sectors, whereas responsiveness and empathy were key for the fintech, IT, and credit scoring sectors. This study highlights the need for user-centric quality improvements in MyData services and industry-specific strategies, providing practical implications for strengthening service competitiveness and enhancing user satisfaction.