핀테크 금융서비스 환경에서 라포형성행동이 고객 시민 행동에 미치는 영향: 고객 만족을 매개로

The Mediating Role of Customer Satisfaction in the Relationship Between Rapport-building Behaviors and Customer Citizenship Behavior in Fintech Financial Services DOI http://dx.doi.org/10.62783/SHSS.7.4.52 Ilwon Suh,* Cheonwook Kim,** & Changyu Hwang*** Abstract: This study examines how rapport-building behaviors for customer satisfaction influence customer citizenship behavior in the context of fintech financial services. A total of 255 individuals with experience using fintech services participated in an empirical analysis using SPSS 26.0. The results show that all sub-factors of rapport-building behavior—consideration, politeness, bond formation, and information sharing—have a significant positive effect on customer citizenship behavior. In addition, all sub-factors of rapport-building behavior have a significant positive effect on customer satisfaction. Customer satisfaction was also found to have a significant positive effect on customer citizenship behavior. Moreover, customer satisfaction mediates the relationship between rapport-building behaviors and customer citizenship behavior, with consideration showing a full mediating effect and the other sub-factors showing partial mediating effects. These findings suggest that even in the largely non-face-to-face fintech service industry, rapport-building plays an important role in enhancing customer satisfaction and fostering customer citizenship behavior. Key Words: Rapport, Rapport Building Behavior, Customer Satisfaction, Customer Citizen Behavior, Fintech Financial Service □ 접수일: 2025년 8월 2일, 수정일: 2025년 8월 22일, 게재확정일: 2025년 8월 28일＊ 주저자, 서울벤처대학교 박사과정(First Author, Doctoral Course, Seoul Venture Univ., Email: eruns@naver.com)** 공동저자, 서울벤처대학교 연구교수(Co-author, Professor, Seoul Venture Univ., Email: 1000wook@hanmail.net)*** 교신저자, 서울벤처대학교 교수(Corresponding Author, Professor, Seoul Venture Univ., Email: hwang@svu.ac.kr)