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은행서비스에서의 서비스품질, 고객만족도 및 교차구매의도 간의 관계연구: 한․중 은행 간 비교

A Study on the Relationship of Service Quality, Customer Satisfaction, and Cross Buying Intension in Bank Service: Comparison of the Korea and China Bank

이상석
한국기업경영학회 (Korean Corporation Management Association)|2012.02|기업경영연구 (Korean Corporation Management Review)|제19권 제1호|pp. 83-106

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참고문헌

키워드

Customer Satisfaction고객만족교차구매의도은행 서비스품질Bank Service QualityDeterminants of Bank Service QualityCross Buying.
주제분류경영학

초록

본 연구는 은행 서비스품질요인과 고객만족, 교차구매의도의 관계를 분석하여 한국과 중국의 은행뿐 아니라 중국 진출을 고려하고 있는 한국은행들에게 서비스품질 측면의 시사점을 제공하는데 목적이 있다. 이를 위하여 은행 서비스품질요인을 은행 접근성, 금융상품 다양성, 은행 업무능력, 고객 및 정보관리 등으로 분류하고 고객만족과 교차구매의도와의 관계를 분석하기 위하여 연구모형과 가설을 설정하였다. 본 논문을 통해 얻을 수 있는 시사점은 첫째, 양국 모두 은행업무능력이 고객만족을 위하여 중요한 영향을 미친다는 점을 확인하였다. 따라서 은행의 본질적인 업무능력이라고 볼 수 있는 예금 및 대출관련업무 서비스가 강화될 수 있도록 관심과 노력을 해야 할 것으로 판단된다. 둘째, 한국은 교차구매의도에 영향을 미치는 요인이 다양한 금융상품을 통한 서비스로 판명되었으나 중국은 이와 달리 얼마나 쉽게 가까이서 이용할 수 있는 은행이 있느냐가 영향을 미치는 것으로 확인되었다. 따라서 중국은행 서비스품질의 향상을 위한 각 은행 별 차별화, 특성화된 서비스를 제도권 내에서 개발하는 것이 필요하다고 볼 수 있다. 셋째, 양국 모두 고객만족이 교차구매의도에 긍정적인 영향을 미치는 것으로 확인되었다. 따라서 양국 모두 은행 서비스품질요인의 복합적인 상호작용에 의한 고객만족은 교차구매의도에 영향을 미치는 만큼 본질적인 은행 업무능력의 효율성을 위한 서비스 시스템의 구축이 요구된다고 볼 수 있다

Abstract

We live in a service society now. The development of a society makes its service outstanding and the weight occupied by a service industry is gradually increasing in various countries. So, it can be said that the correct recognition of the characteristics of service and the understanding of the strategic importance of service marketing are one obligatory task given to modern enterprises. On the one hand, banking is typical of a service industry. To cope actively with banksʼ rapidly changing financial environment and secure stable profits from it, first of all, efficient and effective strategic frames should be presented to improve the quality of bank service based on satisfying customers. This study is aimed at understanding the levels of service provided for the customers of a bank, understanding bank customersʼ differences of service quality, simultaneously, discovering and managing the factors of the effects on the level of customer satisfaction of each country, and ultimately improving the quality and the level of satisfaction of service. To attain such purpose more concretely, I hypothesized the conceptual model by relationship among the factors of bank service quality, customer satisfaction, and cross buying. The analytic methods for the study were reliability analysis, exploratory or confirmatory factor analysis and structural equation analysis by SPSS (ver.12) and AMOS (ver.5.0). As the result of testing a hypothesis, most of Korean and Chinese customers showed significant differences in the factors of bank service quality. In Korean banking service, bank service capability has the strongest effect on customer satisfaction, followed by bank accessibility. In China, customer and information management has the strongest effect on customer satisfaction, followed by bank service capability. Also, the findings suggest each bank service quality dimension has distinct effect on cross buying on national comparison. In China banking service, bank accessibility seem to be more important service criteria than other dimensions to target customers in China. On the other hand, in Korea bankservice, diversity of financial product seems to be more important service criteria than other them. Therefore, if the managers of banking service provide service based on these dimensions, they world get more efficient outcomes. Korean banks can create a competitive advantage by focusing on development of financial products and CRM. China banks can gain a competitive advantage strategically by focusing on providing a bank accessibility like a excellent banking facilities and convenience, and individualized marketing practices.

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