earticle

영어

The Study examined the potential moderating effect of technophobia on relationships between service quality and loyalty using a sample of customers of bank (at Daegu-Kyeungbuk). The paper investigated the importance of antecedents of brand loyalty such as service quality, the dimensions of customer value(emotional value, functional value and social value), and customer satisfaction. The paper hypothesized that service quality and the dimensions of customer value positively influence customer satisfaction(H1, H2). Additionally this paper assumed a positive effect of service quality and customer satisfaction on brand loyalty(H3, H4). Finally this study hypothesized a positive impact of customer value on customer satisfaction. And based on previous research, this paper include technophobia as moderator in our model(H6). A survey using 186 customers of bank was conducted and hierarchical moderated regression analysis approach was used to gain important insights into how customer retention in the banking business can be ensured. Service quality and satisfaction were identified as important antecedents of loyalty. Additionally the moderating role of technophobia was partially supported by the data. Specifically, technophobia moderated the service quality-customer satisfaction, and social value-customer satisfaction relationships.