서비스 혁신방안에 대한 연구 - 은행의 생산성 향상을 중심으로 -

Abstract

We investigate how to use service innovation such as smartphone based banking to increase the productivity of bank. Recently, the number of smartphone users exceeds ten million in Korea and smartphone has already impacted the service process of service industry. Thus, it is critical to use smartphone based banking effectively to increase productivity of bank. We modify five success factors such as relative advantage, compatibility, complexity,trialability, and observability of Rogers in the context of smartphone based banking. These are important factors to affect the innovation adoption of smartphone based banking. It is also found important to find the group of heavy users of internet, who eventually move to use smartphone based banking.