지역새마을금고 점포 이용 만족도와 이미지가 충성도에 미치는 영향 분석
A Study on the Influences of User Satisfaction and Image of Local Community Credit Cooperative(CC) Financial Stores on Brand Loyalty
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This study aims to explore the effects of surveyed factors on customer satisfaction and image, examine the relations between customer satisfaction and image and brand loyalty and analyze sustainable growth for CC by carrying out an itemized survey targeting CC users. The outcome shows that the factor of store has a little impact on transaction intention when CC relocates its first floor store to second floor in accordance with a demographic factor of CC users while strongly affecting in the case of abolishing tax incentives. It also reviews distinctions in customer satisfaction, image and brand loyalty according to a demographic factor and respectively indicates the impacts of accessibility, convenience, safety and financial marketability on customer satisfaction, image and brand loyalty. Consequently, the analysis of the effects of customer satisfaction and image on brand loyalty estimate that customer satisfaction influences brand loyalty but image lies beyond brand loyalty. Therefore this study has great significance in the sense of empirical analysis explaining improved satisfaction of CC users leads to high loyalty and sustainable growth.
Abstract
This study aims to explore the effects of surveyed factors on customer satisfaction and image, examine the relations between customer satisfaction and image and brand loyalty and analyze sustainable growth for CC by carrying out an itemized survey targeting CC users. The outcome shows that the factor of store has a little impact on transaction intention when CC relocates its first floor store to second floor in accordance with a demographic factor of CC users while strongly affecting in the case of abolishing tax incentives. It also reviews distinctions in customer satisfaction, image and brand loyalty according to a demographic factor and respectively indicates the impacts of accessibility, convenience, safety and financial marketability on customer satisfaction, image and brand loyalty. Consequently, the analysis of the effects of customer satisfaction and image on brand loyalty estimate that customer satisfaction influences brand loyalty but image lies beyond brand loyalty. Therefore this study has great significance in the sense of empirical analysis explaining improved satisfaction of CC users leads to high loyalty and sustainable growth.
참고문헌 (17)
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