Mediating effect of satisfaction in the relationship between customer experience and intention to reuse digital banks in Korea

• Jae Woo Shin

  Korea Telecom, Seoul

Digital banks based on new transaction systems, such as those developed in financial technology contexts, have begun to challenge and compete with traditional banks. Against this backdrop, in this study I examined how customer experience of digital banking, including usefulness, convenience, employee–customer engagement, and security, affected their satisfaction and reuse intention, and how customer satisfaction mediated the relationship between customer experience and reuse intention. To do this I conducted a survey with 247 Korean digital bank users. Structural equation modeling was used to test the relationships between the variables and further compare full and partial mediation models. The empirical results reveal that the four customer experience variables positively influenced reuse intention through satisfaction. These findings add to understanding of the mechanisms of customer reuse of digital banks, and provide practitioners with meaningful implications for developing strategies to improve customer and bank management.

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