은행고객이 지각하는 편익요인과 관계만족 및 충성도의 구조적 관계 연구
A Study on the Structural Relationship among Customers' Perceived Benefits and Satisfaction and Loyalty in the Banking Industry
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초록
최근 금융시스템의 안전성 확보나 금융소비자의 보호를 강조하는 금융시장이 외국인에게 개방되고 해외의 금융시장과 연계되어 국제간 자금교류가 자유화 되면서 우리나라의 금융기업은 새로운 상품과 다양한 서비스의 제공이 필요하게 된다. 이런 연구의 배경에 따라 본 연구는 주요 변수에 대한 조작적 정의를 내린 후 이를 기초로 설문항목을 개발하였다. 측정도구의 신뢰성을 높이기 위해 모든 변수들을 다항목(multi-items)으로 측정하였으며, 부산 소재 한 시중은행의 협조를 얻어 적극적 참여의사를 밝힌 20세 이상의 성인 고객을 대상으로 2007년 8월 1일부터 8월 31일까지 약 한 달에 걸쳐서 실시하였다. 편의표본추출법(convenience sampling)으로 총 300부를 배포하여 204부가 LISREL 8.71 프로그램으로 분석되었다. 본 연구에서 제시한 연구가설에 대한 실증분석 결과는 향후 금융기관이 효과적인 마케팅전략을 수립하기 위해 몇 가지 실무적인 시사점이 제시되었다.
Abstract
Recently, as competition among banks has been getting more intense in boosting financing, banks are required to respond to ever-increasing customers' specific interests and needs by performing various related tasks. This study tried to draw out the factors in relationship marketing conducive to banks' financial performance through stable long-term relationships with customers and to suggest some policy implications based on the structural relationships among the factors. After a refinement of the items in a pretest, survey was conducted with customers at branches of a Korean commercial bank from August 1 through August 31, 2007. A total of 300 close-ended questionnaires were distributed and 204 valid responses were used for the analysis of this study. In conclusion, customers' perceived relational benefits from transactions with a bank were defined as dimensions integrating various efforts that banks are making, and those relational benefits were found to influence significantly customers' relationship satisfaction, commitment, and loyalty. As a result, an integrated discussion of these variables could provide very useful policy implications for marketing strategies of the bank.
참고문헌 (18)
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