모바일 뱅킹에서 지각된 가치가 고객만족과 지속적 이용의도에 미치는 영향 = The Effects of Perceived Value on Customer Satisfaction and Continuous Usage Intention in Mobile Banking

다국어 초록 (Multilingual Abstract)

Purpose This study explores the relationships between perceived value dimensions (utilitarian, hedonic, and social), customer satisfaction, and continuous usage intention in mobile banking.
Methods A survey of 288 mobile banking users was conducted. The collected data were analyzed using SPSS and Amos 29.0 to validate the hypothesized relationships between the variables. Structural equation modeling was utilized to thoroughly examine these relationships.
Results The analysis indicates that utilitarian and hedonic values significantly and positively affect customer satisfaction, whereas social value does not have a notable impact. Furthermore, customer satisfaction significantly and positively influences continuous usage intention. Customer satisfaction plays a partial mediating role between utilitarian value and continuous usage intention, and a complete mediating role between hedonic value and continuous usage intention. These findings suggest that enhancing utilitarian and hedonic values can lead to greater customer satisfaction, which in turn boosts continuous usage intention.
Conclusion These results highlight the necessity of focusing on both utilitarian efficiency and hedonic enjoyment in mobile banking services to improve customer satisfaction and encourage continuous usage. This information is valuable for mobile banking providers aiming to build long-term customer engagement and loyalty.