The effects of digital banking on organizational customer satisfaction-Using consumer''s technology acceptance as the moderator

• Main Authors: Huang,Ya-Pei, 黃雅珮
• Other Authors: 洪英正
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/k7vu89

碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 104 === People''s daily lives are much closer to internet along with its rapid development that even thoroughly change the way of life and type of consumption. The recent prevailing intelligent mobile phone and panel computer has caused mobile internet to replace people''s habit of using desktop for internet, also to increase people''s demands on mobile internet, wifi, mobile banking as well as mobile payment (Jeff, 2000). Hence the growth of virtual channel lead to the visit to real bank''s branch is declining. Having such threat ahead, bank''s real branch should transform, elaborate itself to keep its existing value Three purposes of this research are: 1. To analyze the effect of bank digitization on customer satisfaction. 2. To analyze the effect of technology acceptance on customer satisfaction. 3. To analyze the moderating effect of technology acceptance on customer satisfaction by bank digitization. This research is under the technology acceptance model (TAM), with effective 197 questionnaire samples, and by regression analysis, multilevel regression, t-test and analysis of variance to verify many hypotheses. The conclusions of this research are: 1.There is a significant effect of degree of bank digitization on customer satisfaction. 2. There is a moderating effect of technology acceptance on the influence of customer satisfaction by bank digitization. 3. There are partial differences on technology acceptance, bank digitization and customer satisfaction by customers’ different demographic variables. Research conclusions have proved a significant moderating effect of technology acceptance on on the influence of customer satisfaction by bank digitization. This means bank should increase customer satisfaction by providing a full digital platform and enhancing the technology acceptance of market.