MTS(Mobile Trading System) 서비스품질이 재이용의도에 미치는 영향에 관한 연구

Abstract

최근 증권시장에서는 스마트폰의 급속한 확대에 따라 MTS의 거래 규모가 증대되고 있다. 이에 따라 증권사들은 모바일 기반의 MTS에 적합한 서비스품질 측정을 통해 고객 중심의 마케팅 전략을 수립해 나가야 한다. 특히, 올바른 서비스품질 측정을 위해서는 전통적 서비스품질 연구와 온라인 쇼핑몰 위주로 이루어진 서비스품질 척도 연구에서 수행되어진 것과 같이 해당 분야 관점에서 서비스 구성차원의 규명이 선행되어져야 한다. 하지만, 대부분의 연구가 기존의 전통적인 서비스품질 연구에서 수행된 서비스품질의 평가차원을 연구에 활용하거나 온라인 특성을 고려한 서비스품질 구성차원의 검증 없이 연구자별 수준에서 모형을 제시하는 수준에 머물고 있다. 또한 MTS 서비스가 확대되고 있지만 아직까지 이에 대한 학문적 연구가 미비한 실정이다. 따라서 본 연구에서는 Churchill(1979), Parasuraman et al.(1988), Singh & Rhoads(1991) 등이 제시한 척도개발 절차에 따라, 검증과정을 통해 HTS에 적용가능한 e-서비스품질 구성을 제시한 권기정(2009)의 연구를 기반으로 모바일 환경의 특성이 반영된 MTS 서비스품질을 구성하여, MTS에서 만족을 주는 요인들에 대해 알아보고, MTS 만족도 및 재이용의도 간의 상관관계를 규명하고자 하였다.

이상의 연구과정을 통해 나타난 주요 결과는 다음과 같다. 첫째, 본 연구에서는 MTS 만족도에 가장 큰 영향을 미치는 요인은 편의성이었으며, 다음으로 가격, 고객화, 신뢰성, 접근성 순으로 나타났다. 이것은 MTS 이용자들이 MTS를 이용할 때 쉽고 편리하게 매매에 임할 수 있는 메뉴구성과 수익 극대화에 영향을 미치는 수수료에 대해 중요하게 생각하고, 특화된 고객서비스를 제공받을 수 있는가, 빠르고 정확한 서비스를 제공받을 수 있는가에 대한 기능적인 특성 또한 중시한다는 것을 알 수 있다. 둘째, MTS 서비스품질 요인들 가운데서 고객응대에 대한 반응성과 시스템 내에서의 다양한 거래방법인 다양성, 개인정보 보안에 대한 보안성이 기각되었다. 이것은 MTS가 성장단계에 있는 수준이라 이용자들의 피드백을 모두 수용하지 못해 고객응대 수준이 낮은 편이고, 모바일 거래의 특성상 다양함이 오히려 서비스 이용에 불편을 주고 있으며, MTS의 구동 원리와 보안시스템에 대한 다른 경쟁기업들 간의 뚜렷한 기술적 차이점과 중요성을 인식하지 못했기 때문이다. 셋째, MTS 이용자들의 재이용의도는 전환장벽과 기업이미지에 영향을 받는다는 것을 알 수 있었다., MTS 서비스품질의 가격 요인이 만족도에 영향을 미치는 것처럼, 전환비용 또한 재이용의도에 영향을 미치는 것을 알 수 있으며, 기업이 사회적 의무를 다하는가에 관한 사회책임이미지 또한 고객들이 MTS를 재이용하는 의도에 영향을 미치는 것을 알 수 있다.

이상의 연구결과를 토대로 본 연구가 가지는 시사점을 제시하면 다음과 같다. 첫째, MTS를 제공하는 증권사는 MTS 서비스품질 요인인 편의성과 가격, 고객화를 증진시킴으로써 지속적인 수익창출을 위한 방안을 모색해야 한다. 사용자가 보기에 편하고 쉽게 사용할 수 있는 메뉴구성과 인터페이스 작동방법을 갖추어야 하고, 경쟁기업에 비해 합리적이고 부담 없는 거래수수료를 제시해 MTS 이용을 증대시켜야 할 것이다. 또한 고객 개개인마다 특화된 고객서비스를 제공해서 만족도를 향상시켜야 하겠다. 둘째, MTS를 이용하는 고객들은 만족한다고 해서 반드시 재이용을 하는 것이 아니라 경쟁기업의 서비스와 비교하여 교체에 어려움을 느끼거나, MTS를 제공하는 기업의 사회적 의무에 관심을 기울이는데, 이는 재이용의도에 영향을 미치는 것으로 조사되었다. 따라서 이용자들을 유지하기 위해 경쟁사보다 더 매력적인 서비스를 제공해야 하며, 기업의 사회적 의무에 더욱 충실하여 고객들의 지속적인 재이용의도를 이끌어야 할 것이다.| The MTS trading volumes are increasing in the recent stock market based on the rapid expansion of smart phones. Accordingly, the stock brokerage firm should establish the user oriented marketing strategy through measuring the appropriate services quality for MTS based on the mobile. In particular, at the point of view of these fields, the areas identified for the service configuration should be preceded such as the study on the quality of traditional services for measuring the appropriate services quality, and the study on the indicators of the service quality mainly be performed about the online shopping mall. However, most studies which were performed the traditional service quality in the dimension of the evaluation of quality of services have used on studies, or has remained at the level of presenting the model in per-user level without verification the organizational dimensions of the service quality considering the online characteristics. In addition, MTS service is expanding, but there is still lack of the academic research on this area. In this study, the scale development procedure, proposed by Churchill(1979), Parasuraman et al.(1988), Singh & Rhoads(1991), also investigated the relationship between the MTS satisfaction and reuse intention, learn about the satisfaction factors of MTS by configuring the service quality of MTS that reflected the characteristics of mobile environments based on the study of Kwon(2009) proposed the e-service quality composition which can be applied to the MTS through the verification process.

The above study process that indicated the main results are as follows. First, in this study, the greatest factors which impact on MTS satisfaction were convenience, followed by price, customization, reliability and accessibility, respectively. When MTS users are using MTS, they think importantly the menu structure which can engage on trading easily and conveniently and the fees which can affect on maximizing revenue. They also significantly consider on functional properties whether they can receive the specialized customer and the accurate service or not. Second, among the factors of MTS service quality, it was dismissed including the responsiveness for customer care, the diversity for the various trading method within the system, and the security for your personal information secure. Because MTS is at level of the growth stage, so it can not accommodate all users' feedback, as a result, it is failing at the pretty low level of customer care, the diversity of the nature of mobile business services gave the customers inconvenient. Therefore, they are failed to recognize the significant technical differences and importances between competing companies about the driving principles and the security system for MTS. Third, it was found that level of reuse intension for MTS users affect the switching barriers and corporate image. Switching costs also affect the reuse intension such as MTS the service quality of price factors affect the satisfaction. The social responsibility on the image, which the corporate do their best for social obligations or not, can affect to the customers' intention to reuse MTS.

Based on the results of this study, the implications of the findings presented are as follows. First, the MTS service providing brokerage firm should seek the sustainable revenue generation method by promoting the MTS service quality factors such as comfort, price, and customers. To increase the use of MTS, they should equip the menu structure and interface operating methods which the user can be use comfortably and easily. Also, compared to competing firms, they present to users the rational and reasonable transaction fees. In addition, each individual customers' satisfaction will be enhanced by providing specialized customer service. Second, although MTS users satisfied, they would not reuse it. They feel uncomfortable to replace hard comparing with other companies or consider how much MTS pays attention to the company's social obligation. These things also affect on the reuse intentions according to the research. Therefore, in order to keep users, they should provide more attractive services than its competitors, and more fully corporate for the social responsibility, afterward, the customers' sustainable reuse will also have to lead.; The MTS trading volumes are increasing in the recent stock market based on the rapid expansion of smart phones. Accordingly, the stock brokerage firm should establish the user oriented marketing strategy through measuring the appropriate services quality for MTS based on the mobile. In particular, at the point of view of these fields, the areas identified for the service configuration should be preceded such as the study on the quality of traditional services for measuring the appropriate services quality, and the study on the indicators of the service quality mainly be performed about the online shopping mall. However, most studies which were performed the traditional service quality in the dimension of the evaluation of quality of services have used on studies, or has remained at the level of presenting the model in per-user level without verification the organizational dimensions of the service quality considering the online characteristics. In addition, MTS service is expanding, but there is still lack of the academic research on this area. In this study, the scale development procedure, proposed by Churchill(1979), Parasuraman et al.(1988), Singh & Rhoads(1991), also investigated the relationship between the MTS satisfaction and reuse intention, learn about the satisfaction factors of MTS by configuring the service quality of MTS that reflected the characteristics of mobile environments based on the study of Kwon(2009) proposed the e-service quality composition which can be applied to the MTS through the verification process.

The above study process that indicated the main results are as follows. First, in this study, the greatest factors which impact on MTS satisfaction were convenience, followed by price, customization, reliability and accessibility, respectively. When MTS users are using MTS, they think importantly the menu structure which can engage on trading easily and conveniently and the fees which can affect on maximizing revenue. They also significantly consider on functional properties whether they can receive the specialized customer and the accurate service or not. Second, among the factors of MTS service quality, it was dismissed including the responsiveness for customer care, the diversity for the various trading method within the system, and the security for your personal information secure. Because MTS is at level of the growth stage, so it can not accommodate all users' feedback, as a result, it is failing at the pretty low level of customer care, the diversity of the nature of mobile business services gave the customers inconvenient. Therefore, they are failed to recognize the significant technical differences and importances between competing companies about the driving principles and the security system for MTS. Third, it was found that level of reuse intension for MTS users affect the switching barriers and corporate image. Switching costs also affect the reuse intension such as MTS the service quality of price factors affect the satisfaction. The social responsibility on the image, which the corporate do their best for social obligations or not, can affect to the customers' intention to reuse MTS.

Based on the results of this study, the implications of the findings presented are as follows. First, the MTS service providing brokerage firm should seek the sustainable revenue generation method by promoting the MTS service quality factors such as comfort, price, and customers. To increase the use of MTS, they should equip the menu structure and interface operating methods which the user can be use comfortably and easily. Also, compared to competing firms, they present to users the rational and reasonable transaction fees. In addition, each individual customers' satisfaction will be enhanced by providing specialized customer service. Second, although MTS users satisfied, they would not reuse it. They feel uncomfortable to replace hard comparing with other companies or consider how much MTS pays attention to the company's social obligation. These things also affect on the reuse intentions according to the research. Therefore, in order to keep users, they should provide more attractive services than its competitors, and more fully corporate for the social responsibility, afterward, the customers' sustainable reuse will also have to lead.