MZ 세대의 은행 선택속성 연구 – 대형 시중은행과 인터넷전문은행을 중심으로

Abstract

Due to the recent COVID-19 pandemic, non-face-to-face financial transactions have expanded further, and the mobile-friendly Generation MZ is emerging as major consumers. The digital influence of the generation is getting stronger, such as mobile banking, which was mostly used by Generation MZ in the early stages and is now commonly used across all generations. Against the backdrop, this study aimed to investigate the selection attributes of financial institutions for Generation MZ, which will lead the financial consumption of the next-generation, using the IPA Matrix and to present the data necessary for establishing a marketing positioning strategy for Generation MZ. The IPA used in this study stands for Importance-Performance Analysis and is a marketing analysis method proposed by Martilla & James in 1977. The marketing analysis tool allows one to analyze what importance and satisfaction customers have for selection attributes. The quadrants are divided as follows: Quadrant I: Keep Up the Good Work, Quadrant II: Concentrate Here, Quadrant III: Low Priority, and Quadrant IV: Possible Overkill. After conducting a survey for seven days through an online survey agency, 300 valid samples were obtained. For the survey, a 5-point Likert scale was used with response options, such as Strongly disagree, Disagree, Neutral, Agree, Strongly agree, and it was designed to answer importance and satisfaction at the same time. For the survey, 150 samples were collected from Generation M(aged between 28 and 39) and Generation Z(aged less than 27) each. This study derived six categories: bank image, attractiveness of financial products, proximity, human service, financial service, and digital banking, and 26 detailed attributes from previous studies. The survey was conducted based on them, and the analysis results are as follows: first, the result of analyzing the overall IPA Matrix generated 11 attributes: stability, convenience, work processing speed, brand awareness, banking security, response to customer inquiries, work process efficiency, nearby ATM, branch distance, banker's friendliness, and deposit convenience, which were located in the first quadrant and indicate high importance and satisfaction. The four attributes of card benefits, branch distribution, bankers expertise, and ethical management appeared in the second quadrant, the area of Concentrate Here. The 10 attributes of currency exchange rates and fees, diversity of financial products, financial consultation, easy loan, promotions for new products, everyday finance/investment information, low-interest loan products, asset management/financial product recommendation, corporate social responsibility, and high-profit savings accounts, were placed in the low-priority third quadrant, and the attribute of bank's evaluation ranking was located in the fourth quadrant. Second, the two attributes of branch distribution, and card benefits were placed in the area of intensive improvement for Generation M. Third, the 10 attributes of benefits, nearby ATM, work process efficiency, banking security, deposit convenience, branch distance, ethical management, bankers’ expertise, branch distribution, and diversity of financial products, were selected for intensive improvement by Generation Z. Fourth, when compared to Generation M, a number of attributes were found to need improvement in the IPA Matrix in order to entice Generation Z customers. Based on the above results, this study suggests the following implications: first, most of all, an understanding of Generation MZ is required. It is necessary to understand that the generation has had a different life cycle from other generations and how their attitudes and positions towards post-retirement life differ. Second, the attributes positioned in the first quadrant, high importance and high satisfaction, in the IPA Matrix analysis of Generation MZ should maintain a strong relative advantage. Third, the attributes belonging to the second quadrant, high importance and low satisfaction, in the IPA Matrix analysis of Generation MZ should be significantly improved to increase the satisfaction level of Generation MZ. Fourth, an improvement strategy should be established to attract more of Generation Z customers by focusing on card benefits, nearby ATM, work process efficiency, banking security, deposit convenience, branch distance, ethical management, bankers’ expertise, branch distribution, and diversity of financial products.