본 연구는 인터넷전문은행인 K뱅크와 카카오뱅크의 서비스품질 및 충성도를 분석하여 인터넷전문은행 서비스품질 개선을 위한 방향을 제안하고, 궁극적으로는 소비자의 금융서비스 만족도와 충성도를 높이는 방안을 모색하고자 실시하였다. 본 연구의 주요연구결과는 다음과 같다. 첫째, 인터넷전문은행의 서비스품질을 요인 분석한 결과 ‘보안성’, ‘편리성’, ‘상품차별성’, ‘고객대응성’의 4개 요인으로 수렴되었으며, ‘편리성’ 서비스품질 요인이 가장 높게 평가되었고 상품차별성, 고객대응성, 보안성 순으로 나타났다. 둘째, 인터넷전문은행의 거래 정도가 서비스품질에 유의미한 영향을 미치는 것으로 나타났으며 인터넷전문은행 거래 정도가 많을수록 보안성, 편리성, 고객 대응성 서비스품질을 높게 평가하였다. 셋째, 인터넷전문은행 인지도 분석 결과(5점 리커트척도), 인터넷전문은행 용어 인지도는 3.42점, 시중은행과의 차이점에 대한 인지도는 3.15점으로 나타났으며, 인터넷전문은행 종류에 대한 인지도는 3.91점으로 다른 인지도에 비해 상대적으로 높게 나타났다. 인터넷전문은행에 대한 인지도가 높을수록 서비스품질에 대한 평가가 높게 나타났다. 넷째, 금융소비자 능력의 경우 인터넷전문은행 사용능력은 평균 4.15점(5점 리커트척도), 금융지식의 경우 총 9점 만점 중 평균 4.92점으로 나타나 인터넷전문은행 사용능력 대비 금융 지식은 낮은 것으로 나타났다. 금융소비자 능력에 따른 인터넷전문은행 서비스품질을 분석한 결과, ‘고객 대응성’요인이 금융소비자 능력에 따라 유의미한 차이를 나타냈다. 마지막으로 인터넷전문은행 충성도에 영향을 미치는 요인을 분석한 결과, ‘금융 거래정도(β=.409)’, ‘보안성(β=.257)’, ‘편리성(β=.221)’이 유의한 영향을 미치는 것으로 나타났다.

This study aims to suggest directions to improve service quality of internet-only banks by analyzing service quality of and loyalty to K bank and Kakao bank, both internet-only banks, with the ultimate aim to enhance customer satisfaction of and loyalty to financial services. The results of this study can be summarized as follows. First, service quality factors of internet-only banks were analyzed to find major service quality factors, and the four major factors were ‘security,’ ‘convenience,’ ‘product distinctiveness,’ and ‘customer responsiveness.’ The factor that received the highest evaluation score was ‘convenience,’ which was followed by product distinctiveness, customer responsiveness, and security. Second, it was found that the frequency of internet-only banks’ transactions had a significant effect on service quality. The higher the frequency of internet-only banks’ transactions, the higher the evaluation scores in security, convenience, customer responsiveness. Third, the awareness on internet-only banks was analyzed (on a 5-point Likert scale). The results showed an average of 3.42 points in the awareness of terminology; an average of 3.15 points in the awareness of differences between internet-only banks and conventional banks; and an average of 3.91 points in the awareness of the types of internet-only banks, which was a relatively higher score compared to other criteria of awareness. The higher the awareness on internet-only banks, the higher the evaluation scores in service quality. Fourth, the ability of financial consumers was measured and the results showed an average score of 4.15 (on a 5-point Likert scale) in the internet-only bank use ability, and an average score of 4.92 out of 9 in financial knowledge. It was found that financial knowledge was low compared to the ability to use internet-only banks. The service quality of internet-only banks were analyzed in relation to the ability of financial customers, and the results found that ‘customer responsiveness’ factor showed a significant difference depending on the ability of financial customers. Lastly, this study analyzed factors affecting loyalty to internet-only banks and found that ‘frequency of transactions (β=.409),’ ‘security (β=.257),’ and ‘convenience (β=.221)’ were the factors affecting loyalty on significant level.