서비스품질에 따른 온·오프라인 고객만족 및 행동의도에 관한 연구

박영균; 강성주

doi:10.17255/etr.8.4.201011.1

논문KCI 등재

서비스품질에 따른 온·오프라인 고객만족 및 행동의도에 관한 연구

A Study on On·Off-Line Customer Satisfaction and Behavioral Intentions for Service Quality

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서비스 품질 Service Quality Customer Satisfaction 고객만족 Customer-Oriented 고객지향적

초록

본 연구에서는 은행을 이용하는 고객들의 만족영향 요인으로서 서비스품질을 선행요인으로 하여 고객만족과 사후에 전개되는 행동과의 관계를 구조적으로 측정하였다. 본 연구결과 은행에 있어서의 시장경쟁력은 고객지향적인 관점에서 제시되어야 하며, 고객이 당면해야 하는 기능적(현대화된 시설 등)인 측면과 미학적(종사원 유니폼 등)인 측면은 중요한 실행요인으로 고려되어야 한다. 또한, 반응성 요인과 공감성 요인의 경우 은행은 고객의 ‘욕구(필요)’를 파악하여 고객이 처한 바를 해결해 줄 수 있는 능력이 만족요인으로 나타났다. 이를 위하여 직무수행능력의 향상을 위해 종업원들에게 서비스 교육을 제공해야 한다. 또한, 은행은 변화하는 시장 환경에 대처할 수 있는 적응력과 경쟁력 향상을 도모해야 한다.

Abstract

This study recognizes service quality as a quality to bank customer satisfaction and evaluates the structural relationship between customer satisfaction and its ensuing behaviors. The market competitiveness of banks, based on this research, should be presented from a customer-oriented viewpoint, taking into account the functional(modern facilities, etc.) as well as the athletic(employees' uniforms, etc.) aspects of their respective establishments. Also for the responsiveness and empathy factor, banks must become aware of customers' needs and possess the ability to satisfy them. To do this, service training must be provided to employee to improve job performance. Also, banks must gain flexibly to adapt to the changing market environment and to increase competitiveness.

참고문헌 (34)

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