부산대학교 도서관

As an research on the components of brand equity in the banking industry, this study attempted to examine the effect of perceived quality of customers on customer satisfaction and brand loyalty, and to provide an academic opportunity to conduct future research on brand equity and customer relations. Perceived quality was empirically analyzed by adding digital quality to the development and importance of digital technologies such as fintech and IT in addition to five traditional components such as advertising expenditure, brand availability, store image, customer orientation, and physical environment. In particular, digital quality was subdivided into systemquality, digital information quality, and service quality, and evaluation and measurement indicators were presented, and the effect of each quality on brand loyalty was studied through customer satisfaction. To this end, questionnaires were collected online from 258 customers using banking service and analyzed by employing PLS-SEM. As a result of the analysis, it was found that among the perceived quality components, store image, customer orientation, and digital quality system quality and service quality had a positive effect on customer satisfaction, and hypotheses about advertising expenditure, brand availability, physical environment, and digital quality were rejected.Meanwhile, customer satisfactionwas found to have a positive effect on brand loyalty. Based on these analysis results, banks need to improve detailed and precise digital services and digital solutions for accurate problem-solving of customers, provide hyper-personalized and customized services to individual customers, and establishmarketing strategies.