글로벌 은행산업에서 디지털품질-고객만족(불만족)-리뷰의도 간 관계에 대한 연구: 기술·시장 불확실성의 조절효과

This study explored the impact of traditional perceived quality factors and digital quality factors to be considered in new service areas following digital transformation among the brand equity components of the global banking industry on customer satisfaction and dissatisfaction. A survey was conducted on 233 respondents who use global banking services, and as a result of analysis using PLS structural equations, the following facts were discovered. First, consistent with the results found in previous research, the positive and negative effects of digital quality on customer satisfaction and dissatisfaction were reconfirmed through empirical analysis. In particular, the digital quality factors that affect customer satisfaction and dissatisfaction are system quality factors, and no statistically significant relationship was observed with service quality factors. Second, based on motivation-hygiene theory, the relationship between perceived quality and dissatisfaction was also examined. As a result of the study, it was discovered that the degree to which specific quality factors affect customer satisfaction and customer dissatisfaction is different, and it was suggested that quality management strategies should be diversified according to the characteristics of each quality factor. Lastly, the same results as previous studies on the positive function of uncertainty were also considered in this study. What is interesting is that the moderating effect of uncertainty, which determines customer satisfaction and dissatisfaction by interacting with digital quality rather than interacting with perceived quality, was examined. This highlights the importance of considering the moderating role of uncertainty when developing digital quality strategies.