A Study on Influencing Factors for Customer Satisfaction and Use Continuance in SNS of Banks

Abstract

Recently, many banks in South Korea have actively adopted SNS (Social Network Service) applications to facilitate communication between banks and their customers. Hence, it is crucial to identify the influencing factors for continuous use of such services. This study aims to identify the important influencing factors that increase the use of Korean banks' SNS applications, which further leads to customer’ acquisition and retention by inducing customers to communicate with banks. By deploying the IS Success Model, Expectation Confirmation Model and Trust Building Model, this study identifies and examines the factors that influence the continuous usage of bank SNS in South Korea. The main variables included in the model are information quality, system quality, service quality, confirmation, perceived usefulness, perceived enjoyment, perceived reputation, satisfaction, and continuance intention. The results are as follows: First, the confirmation, perceived usefulness, perceived reputation, and satisfaction have positive effects on the continuance intention. Second, the confirmation, perceived usefulness, perceived enjoyment, and perceived reputation have positive effects on the satisfaction. Third, the confirmation has a positive effect on both perceived usefulness and perceived enjoyment. Fourth, the information quality, system quality and service quality have positive effect on both confirmation and the perceived usefulness. Moreover, the information quality has positive effect on the perceived enjoyment. Finally, the perceived reputation is the strongest predictor for the continuance intention of SNS use.