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증권회사 HTS 서비스품질이 관계품질과 고객충성도에 미치는 영향에 관한 연구

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Alternative Title
The Effect of HTS Service Quality on Relationship Quality and Customer Loyalty
Abstract
Recently, the stock market is rapidly changing as financial markets have
digitalization, globalization in environment.
ECN(Electronic Communications Network) markets was opened, the
overseas stock trading was possible in real time, and the different kinds of
financial product was easily traded through online. Moreover, the stock
trading which use mobile HTS application through smart phone is expanded
in stock market by the beginning of 2010
In the pattern of recent stock market, the need for a differentiated online
services quality is growing rapidly , such as variety of investment
educational services, real-time investment information and trading system of
the level of advanced countries. Accordingly, securities firms need to develop
a quality measurement system that fits online service and use the system to
maximize marketing strategy that is customer-oriented.
Existing studies on online securities trading such as e-Service Quality use
service quality evaluation dimensions from tradition service quality
measurement systems or from unverified online service quality evaluation
dimensions at the researcher level.
- 149 -
To the necessity of these studies, evaluation of service quality factors based
on HTS users are verified and analyzing the impact of relation quality to
increase customer loyalty is to provide a strategic implications.
In order to comply with this need, the current research has designed a
research model in which the relationship between factors involving HTS
service quality(information reliability, trading convenience, design quality,
safety and security, customer services), relation quality, customer
loyalty(repurchase intention, switching intention, loyalty) is to be examined.
A survey questionnaire was distributed to 600 customers in D's securities
branch across the nation who were using the HTS, and 510 responses were
collected, 38 responses were deleted lacking proper information fill in. A
descriptive statistical analysis was applied to the remaining 472 responses.
The statistical techniques used for carrying out hypothesis-testing are
EFA(Exploratory Factor Analysis), CFA(Confirmatory Factor Analysis),
SEM(Structural Equation Modeling) in SPSS 18.0 and AMOS 7.0 statistical
programs.
The empirical results are summarized as follows,
First, the service quality has a positive(+) effect to satisfaction. Test results,
information reliability, trading convenience, design quality, safety and
security, consumer services has had a positive impact on satisfaction.
Customers using HTS provides a higher level of service quality means higher
satisfaction.
Second, the service quality has a selective positive(+) effect to trust. Test
results, information reliability factors and safety and security with positive (+)
appeared to influence. unlike satisfaction as a result of, trust rather than the
diversity of client assets associated with the formation and risk management
services are more motivated.
Third, the definition of customer satisfaction affects the confidence the
hypothesis that there is a positive(+) impact on the conclusions. Antecedents
of trust is satisfied that the theory is consistent factors. therefore, customer
satisfaction leads to an increase in customer confidence(trust) means in the
service quality,
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Fourth, the satisfaction has a positive(+) effect to repurchase intentions. Test
results, satisfaction with positive (+) appeared to influence repurchase
intentions.
Fifth, the trust has a negative(-) effect to switching intentions. Test results,
there was no significant effect.
Sixth, the trust has a positive(+) effect to repurchase intentions. Test
results, there was a significant effect. If the customer satisfaction is high for
the HTS, systems and services, the trust will be continue to want to use the
service.
The seventh, the repurchase intentions has a positive(+) effect to loyalty.
Test results, there was a significant effect. Satisfied customers about the
service quality will show a aggressive effort such as word of mouth
activities, therefore, through repeat purchases will increase customer loyalty.
This is cognitive behavior, the repurchase intention gives a strong positive
for customer loyalty.
In the above results, We have the following marketing implications.
First, we build up service quality factors were systematically. so far, The
study of online securities trading service quality, service quality factors that
have been using e-commerce, etc. to meet the research goals of the
researchers in the empirical analysis has been used by adaptation. This study
is based on practical experience, service quality factors are extracted, is
presented as an evaluation factor using this in practice.
Second, it is the change customer attitude for the service quality. until now,
HTS function was provided system speed, stability, and a variety of trading
techniques and investment analysis, information. But into rapid growth of the
Internet, safety and security has turned into an important evaluation factor.
Third, it is expanded strategy in HTS. Becoming commonplace smart-phone
and expanding tablet PC dissemination, the HTS was possible to use a
variety of ways.
Fourth, the higher the quality of service, customer satisfaction is higher, but
consumer trust is an optional service quality(safety and security, information
reliability) depends on.
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Fifth, it is required strategic efforts to increase customer loyalty. The
proportion of online stock trading is entering saturation. Thus, an era of
low-fee competition has ended. In the future, the competitiveness of securities
firms is secure a loyal customer.
This study, however, reveals several limitations as followings,
First, the sampling was conducted in the target nationwide, but the
targeting customers is that limited in specific securities firms. In order to
compose a survey by increasing the number of securities companies to gain
more convincing results, there is a need to ensure diversity.
Second, the more proactive in investigating the service quality factors were
required to enumerate the process of compression. therefore, presented in
this study, the five service quality research is necessary to expand.
Third, It is necessity of study regarding MTS. The smart-phone and tablet
PC supplied quickly, Also, MTS can overcome a limit of HTS use in fixed
the place. Therefore, study of MTS will brighten still more HTS study.
Fourth, there is a research about switching barriers. Switching intention is
also still has not brand switched due to switching barriers. If the research is
performed with switching barrier ones. it will be a high-level performance.
Author(s)
송영식
Issued Date
2012
Awarded Date
2012. 8
Type
Dissertation
URI
http://dcoll.jejunu.ac.kr/jsp/common/DcLoOrgPer.jsp?sItemId=000000005967
Alternative Author(s)
Song, Young-Sic
Affiliation
제주대학교
Department
경영대학원 경영학과
Advisor
황용철
Table Of Contents
Ⅰ. 서 론 1
1. 문제제기 및 연구 배경 1
2. 연구 목적과 방법 2
3. 연구 구성 4
Ⅱ. 이론적 배경 6
1. 온라인 증권시장과 HTS 특징 6
1) 온라인 증권거래의 특징 6
2) 국내 온라인 증권투자자의 특성 8
3) HTS의 특징과 전망 8
2. HTS 서비스품질 12
1) 온라인 서비스품질과 서비스품질 12
2) HTS 서비스품질 측정 22
3) HTS 서비스품질 구성 요인 도출 27
3. HTS 관계품질 34
1) 관계품질의 정의 34
2) HTS 관계품질 구성 요인 37
4. HTS 고객충성도 51
1) 고객충성도의 정의 51
2) HTS 고객충성도 구성 요인 54
5. 전환의도 59
1) 전환의도의 정의 59
2) 전환의도와 HTS 충성도 62
Ⅲ. 연구 설계 및 방법 63
1. 연구 모형 63
2. 연구 가설 64
1) HTS 서비스품질과 HTS 관계품질 64
2) HTS 고객만족과 HTS 신뢰와의 관계 69
3) HTS 관계품질과 재이용 의도 및 전환의도 70
4) 재이용 의도 및 전환의도와 HTS 고객충성도 74
3. 변수의 조작적 정의 및 측정 76
1) HTS 서비스품질 요인 76
2) HTS 관계품질 요인 78
3) HTS 고객충성도 요인 79
4) 전환의도 80
4. 조사 설계 81
1) 설문구성 및 조사방법 81
2) 분석 방법 83
Ⅳ. 실증분석 84
1. 표본의 일반적 특성 84
2. 신뢰도와 타당성 분석 85
1) 측정요인별 타당성 및 신뢰도 검증 86
3. 변수 간 상관관계 93
4. 가설 검증 94
1) 모형의 적합도 분석 94
2) HTS 서비스품질과 HTS 관계품질의 관계 96
3) HTS 관계품질과 HTS 고객충성도와의 관계 98
4) HTS 고객충성도에 대한 검증 99
5. HTS 고객충성도에 영향을 주는 요인별 위계적 회귀분석 100
6. 주요 개념의 인구통계학적 특성 102
1) HTS 서비스품질 요인에 대한 인구통계학적 특성 차이 102
2) HTS 관계품질 요인에 대한 인구통계학적 특성 차이 103
3) HTS 고객충성도에 대한 인구통계학적 특성 차이 104
7. 분석결과의 요약 108
Ⅴ. 결 론 111
1. 연구결과의 요약 111
2. 연구의 시사점 113
3. 연구의 한계 및 향후 연구 116
* 참고 문헌 117
* 설문지 141
* ABSTRACT 148
Degree
Doctor
Publisher
제주대학교 대학원
Citation
송영식. (2012). 증권회사 HTS 서비스품질이 관계품질과 고객충성도에 미치는 영향에 관한 연구
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