CAJ | 학술논문

客户体验与客户体验管理能够解决个人网上银行的同质化问题。本文旨在探讨个人网上银行客户体验基本构成要素间的作用关系。通过对2000多位客户的问卷调查，本文采用结构方程模型，对体验感知、体验期望和感知价值等个人网上银行客户体验基本构成要素之间的作用关系以及安全、使用成本等因素对体验感知的作用关系进行实证研究，发现体验感知对感知价值、体验期望对体验感知有正向的影响；体验期望对感知价值有负向影响：安全、使用成本、易用、速度与稳定、品牌信任、功能满足、客户服务和便利等对体验感知有正向影响；而营销活动对体验感知没有显著影响。
객호체험여객호체험관리능구해결개인망상은행적동질화문제。본문지재탐토개인망상은행객호체험기본구성요소간적작용관계。통과대2000다위객호적문권조사，본문채용결구방정모형，대체험감지、체험기망화감지개치등개인망상은행객호체험기본구성요소지간적작용관계이급안전、사용성본등인소대체험감지적작용관계진행실증연구，발현체험감지대감지개치、체험기망대체험감지유정향적영향；체험기망대감지개치유부향영향：안전、사용성본、역용、속도여은정、품패신임、공능만족、객호복무화편리등대체험감지유정향영향；이영소활동대체험감지몰유현저영향。
Customer experience （CE） and CE Management can help to solve the problem of homogenization in personal online banking. This paper aims to study the effect relationship among factors of personal online banking CE. Based on a survey of over 2000 customers, we use structural equation model （SEM） to analyze the relationship among CE influencing factors, such as perceived experience, experience expectation, perceived value and etc. This paper finds that perceived experience has positive significant effect on perceived value; experience expectation has negative significant effect on perceived value; experience expectation has positive significant effect on perceived experience. The factors, including safety, cost of use, easily use, speed and stability, brand trust, function satisfaction, customer service and convenience have positive significant effect on perceived experience for personal online banking; however, marketing events has no significant effect on perceived experience.