몽골 은행서비스의 기업이미지와 서비스충성도
Corporate Image and Service Loyalty in Bank Service Settings of Mongolia
0
조회
0
다운로드
3
인용
0
참고문헌
키워드
초록
The importance of corporate image has been widely known as servicesector is growing and fierce competition is expanding over nation borders. Even though importance role of corporate image in bank service settingspecially, there are no much research that related this variable. Accordingly, the purpose of this study is to describe the role of corporateimage in the relationship between service quality and customersatisfaction, and to show steps of relationship formation with customerssuch as customer satisfaction, trust, and loyalty in Mongolia. In order toachieve goals, a hypothesis and a model of the study were establishedbased on previous literature search. Questionnaire was distributed tocustomers of Mongolian Banks to verify the research hypothesis. Dataselected from returned questionnaires was analyzed through the statisticalpackage, SPSS 18.0 and AMOS 18.0. Analysis firstly showed that the roleof corporate image was important in the relationship between servicequality and customer satisfaction. Secondly, customer satisfaction has aninfluence both of trust and loyalty, but trust was no effects on loyalty. Specially, customer satisfaction has a great influence on trust. Based onthe research findings, the researcher suggests strategic direction forproviding effective bank services in Mongolia.
Abstract
The importance of corporate image has been widely known as servicesector is growing and fierce competition is expanding over nation borders. Even though importance role of corporate image in bank service settingspecially, there are no much research that related this variable. Accordingly, the purpose of this study is to describe the role of corporateimage in the relationship between service quality and customersatisfaction, and to show steps of relationship formation with customerssuch as customer satisfaction, trust, and loyalty in Mongolia. In order toachieve goals, a hypothesis and a model of the study were establishedbased on previous literature search. Questionnaire was distributed tocustomers of Mongolian Banks to verify the research hypothesis. Dataselected from returned questionnaires was analyzed through the statisticalpackage, SPSS 18.0 and AMOS 18.0. Analysis firstly showed that the roleof corporate image was important in the relationship between servicequality and customer satisfaction. Secondly, customer satisfaction has aninfluence both of trust and loyalty, but trust was no effects on loyalty. Specially, customer satisfaction has a great influence on trust. Based onthe research findings, the researcher suggests strategic direction forproviding effective bank services in Mongolia.
참고문헌 (42)
- C. Grönroos, "A Service Quality model and its Marketing Implication", European J.of Marketing, 18(4) (1984)
- A. Parasuraman, "SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality", J.of Retailing, 64(1) (1988)
- C. Moorman, "Relationships between Providers and Users of Market Research: the Dymanics of Trust within and between Organizations", J. of Marketing Research, 29(3) (1992)
- Kevin Lane Keller, "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity", J.of Marketing, 57 (1993)
- R. L. Oliver, "A conceptual model of service quality and service satisfaction: compatible goals, different concepts", Advancesin Service Marketing Management, 2 (1993)
- Alan S. Dick, "Customer loyalty: Toward an Integrated Conceptual Framework", J.of the Academy of Marketing Science, 22(2) (1994)
- Robert M. Morgan, "The Commitment-Trust Theory of Relationship Marketing", J.of Marketing, 58(3) (1994)
- Gaston LeBlanc, "Cues used be customers evaluating corporate image in service firms: An empirical study in financial institutions", International J.of Service Industry Management, 7(2) (1996)
- U. Yavas, "Bank image: exposition and illustration of correspondence analysis", International J.of Bank Marketing, 14(1) (1996)
- R. M. Worcester, "Managing the Image of your Bank: the glue that binds", International J.of Bank Marketing, 15(5) (1997)
- Fred Selnes, "Antecedents and consequences of trust and satisfaction in buyer-seller relationships", European J.of Marketing, 32(3) (1998)
- Josee Bloemer, "Investigating drivers of bank loyalty; the complex relationship between image, service quality and satisfaction", International J.of Bank Marketing, 16(7) (1998)
- Nha Nguyen, "The mediating role of corporate image on customers' retention decisions: an investigating in financial services", International J.of Bank Marketing, 16(2) (1998)
- Walfried M. Lassar, "Service quality perspectives and satisfaction in private banking", J.of Services Marketing, 14(3) (2000)
- Carlos Flavian, "Corparate image measurement: A further problem for the tangibilization of Internet banking service", International J.of Bank Marketing, 22(5) (2004)
- B. R Lewis, "The antecedents of consumer loyalty in retail banking", J. of Consumer Behaviour (2006)
- R. V. Da Silva, "Cognitive, affective attributes and conative, behavioural responses in retail corporate branding", J.of Product and Brand Management, 15(5) (2006)
- Hussein A. Hassan Al-Tamimi, "Bank Image in the UAE: Comparing Islamic and conventional banks", J.of Financial Services Marketing, 14(3) (2009)
- Mamoum N. Akroush, "The impact of service quality dimensions on Performance: An empirical investigation of Jordan’s commercial Banks", J. of Accounting - Business and Management, 16(1) (2009)
- Mohammad Ziaul Hoq, "The Effect of Trust, Customer Satisfaction and Image on Customers' Loyalty in Islamic Banking Sector", South Asian J.of Management, 17(1) (2010)
- Refael Bravo, "Corporate brand image in retail banking: development and validation of a scale", The Service Industries Journal, 30(8) (2010)
- C. Bauman, "Modeling Customer Satisfaction and Loyalty: Survey Data versus Data Mining", J.of Services Marketing, 26(3) (2012)
- Refael Bravo, "Corporate brand image of financial institutions: a consumer approach", J. of Product and Brand Management, 21(4) (2012)
- 이학식, "시장지향성과 성과: 사원만족, 고객만족 및 기업이미지의 매개적 역할", 경영학연구, 27(1) (1998)
- 이유재, "고객만족 연구에 관한 종합적 고찰", 소비자학연구, 1(2) (2000), 한국소비자학회
- 이유재, "서비스 품질의 각 차원이 CS에 미치는 상대적 영향에 대한 연구 : 기존고객과 잠재고객의 비교를 중심으로", 마케팅연구, 18(4), pp.67~97 (2003), 한국마케팅학회
- 정충영, "품질상 수상 여부와 기업이미지, 종업원 만족, 고객만족, 경영성과의 관계", 중소기업연구, 25(1), pp.113~134 (2003), 한국중소기업학회
- 박승환, "웰빙점포 유형별 서비스품질, 고객만족 및 재구매의도에 대한 기업이미지 효과", 한국국제농업개발학회지, 18(3) (2006), 한국국제농업개발학회
- 권민택, "은행 서비스품질이 고객만족과 서비스충성도에 미치는 영향", 서비스경영학회지, 9(4), pp.135~167 (2008), 한국서비스경영학회
- 장형유, "소매은행에서 서비스품질이 관계품질에 미치는 영향과 관계품질과 고객애호도 관계구조에서 전환비용의 조절효과", 서비스경영학회지, 9(2), pp.229~254 (2008), 한국서비스경영학회
- 라선아, "서비스전환과 서비스충성도에 대한 CS와 서비스브랜드동일시의 영향에 관한 연구 - 실용적 서비스와 쾌락적 서비스에서 CS와 서비스브랜드동일시의 상대적 영향력 비교를 중심으로 -", 소비자학연구, 20(1), pp.93~125 (2009), 한국소비자학회
- 권태윤, "신뢰와 만족이 정서적 몰입과 충성도에 미치는 영향 -계산적 몰입의 조절효과-", 마케팅논집(Journal of Marketing Studies), 18(4), pp.109~124 (2010), 한국전략마케팅학회
- Munkh-Orshikh Battsengel, "몽골과 한국의 중앙은행 및 금융규제감독 제도에 관한 연구", 석사, 법학, pp.2011
- 윤성환, "은행의 서비스품질이 고객만족, 고객신뢰 및 고객충성도에 미치는 영향 : 중국진출 국내은행을 중심으로", 중국연구, 50, pp.481~508 (2010), 중국연구소
- 조나, "중국 상업은행 소비자의 만족도", 충성도에 관한 연구: 서비스 인식과 불확실성회피를 중심으로, 2010, pp.14(2), 159~180[DOI]
- 중앙아시아-몽골 경제 환경 및 몽골 금융시장 현황, "글로벌 경제이슈", 글로벌 경제이슈, 112~129 (2011)
- 박종철, "‘서비스 품질-고객만족’ 관계에서의 심리적 메커니즘 고찰", 소비자학연구, 22(2), pp.179~202 (2011), 한국소비자학회
- 어덩게렐, "몽골의 금융산업에 대한 연구", 석사, 경제금융보험학, pp.2011
- 조나, "성별의 차이에 따른 중국의 은행서비스품질이 고객만족, 관계품질 및 행동의도에 미치는 영향", 국제경영리뷰, 15(1), pp.77~98 (2011), 한국국제경영관리학회
- 최철재, "서비스충성도 과정에서 이미지와 서비스제공자신뢰의 인과적 역할: 국내은행과 외국계은행의 비교적 접근", 상품학연구, 29(1), pp.127~138 (2011), 한국상품학회
- 이상석, "은행서비스에서의 서비스품질, 고객만족도 및 교차구매의도 간의 관계연구: 한․중 은행 간 비교", 기업경영연구, 19(1), pp.83~106 (2012), 한국기업경영학회
- NSO Mongolia, "Statistical book" (2004)