Earticle

초록

영어

An internet banking has attracted a variety of customers by providing service without restrain in time, place, space through web site, moreover affecting the reduction of transaction costs with fewer staff, leading to fundamental change in patterns on how banks do business and how customers use the banks. The number of currently registered customers are 95,490,000 (including mobile banking) at the end of 2013 and the portion of internet banking which is crucial to non-human counterpart has been constantly increased up to 34.1% out of the entire transaction on banks, thus being paid much attention to the marketing through Internet banking as long as internet banking is now established by itself as a core channel. Even though the expansion of internet banking accomplished a strategic value of cost reduction, it is facing a problem of not securing the profit model while being responsible for more than half of bank distribution channel. As the internet banking has already entered into a matured stage, it is right time to find out the factors which are positively associated with marketing outcome through the empirical analysis of expanded marketing of internet banking. In this regard, this study was to empirically analyze how the degree of customer participation in internet banking with interactive characteristic affected cross-buying intentions through mediating effect of service quality and customer satisfaction. The result showed that customer participation positively impacted on cross-buying intentions. The result showed that customer participation and customer satisfaction positively impacted on cross-buying intentions. The result was in parallel with preceding researches. Therefore, we found that enhancing service quality of internet banking can lead to customer satisfaction and increase in cross-buying intentions through customer participation which is emerged as an important factor under matured stage of digital circumstance. This study has significance in terms of presenting the concept of customer participation and cross-buying intentions for the first time in internet banking. Also, this study is able to help find out core clues about the revenue model of internet banking which is placed as an important distribution channel. Besides, this will significantly contribute to profitability enhancement of the domestic banks in case cross-buying in internet banking is carried out.

목차

Ⅰ. 연구 배경과 목적
 Ⅱ. 이론적 배경
 Ⅲ. 연구 모형과 연구가설
 Ⅳ. 가설 검증과 분석결과
 Ⅴ. 결론
 참고문헌
 Abstract

키워드

저자

• 최호규 [ Choi, Ho-Gyu | 공주대학교 경영학과 교수 ] 주저자
• 이영훈 [ Lee, Young-Hoon | 천안논산고속도로(주) 대표이사 ] 교신저자

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  생산성연구: 국제융합학술지 [Productivity Research: An International Interdisciplinary Journal]

• 간기

  격월간

• pISSN

  1225-3553

• 수록기간

  1987~2025

• 등재여부

  KCI 등재

• 십진분류

  KDC 325 DDC 330