금융민감도와 이자율을 반영한 서비스품질이 은행고객의 만족과 충성도에 미치는 영향에 관한 연구

Abstract

Even though the relationship between service quality and customer satisfaction has been one of the most popular subjects of study in the management of marketing, there are seldom empirical studies on the role of financial sensitivity (sensitivity to the interest rate level and interest rate risk) and interest rate on service quality and the effects of these on customer satisfaction and customer loyalty in the commercial banking industries. Therefore, this study presents a model which adds financial sensitivity and interest rate constructs to the service quality-customer satisfaction-customer loyalty framework. From an empirical analysis, this study found some important implications for the commercial banks. First, financial sensitivity has a significantly negative influence on both technical and functional service quality. Second, even though the functional service quality significantly influences the technical service quality when the bank customer evaluates technical service quality, the technical service quality does not influence the assessment of functional service quality when the customer evaluates the functional service quality. Finally, both functional and technical service quality has a significantly positive influence on customer satisfaction and customer loyalty with more than 99% R2 respectively; however, customer satisfaction has a significantly negative influence on the customer loyalty, which is an opposite result compared to previous studies. Therefore, this study analyzed three possible reasons for this result based on the literature.