은행의 서비스 품질이 고객 충성도에 미치는 효과: 신뢰와 호혜성 지각의 매개역할
The Effect of Bank Service Quality on Consumer Loyalty: The Mediating Role of Trust and Reciprocity
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초록
본 연구는 은행의 서비스품질과 고객의 충성도 간의 구조적 인과관계를 살펴보기 위한 목적으로 시도되었다. 독립변수로 환경적 요인, 의사소통 요인, 반응성 요인을 선정하였으며, 호혜성 지각 및 신뢰를 매개변수로 하여 결과변수인 고객 충성도에 미치는 영향에 대해 실증분석을 실시하였다. 본 연구결과는 은행의 서비스를 관리하는 관리자들에게 어떠한 요인들이 호혜성 지각과 신뢰를 높이는지, 그리고 신뢰와 호혜성 지각이 고객 충성도로 이어지는지를 고찰하고자 한다. 구체적으로 본 연구는 서비스 품질 차원을 환경적 요인, 의사소통 요인, 반응성 요인으로 나누어 은행의 서비스 품질을 측정하고, 이러한 변수와 고객 충성도에 관계에 있어서 신뢰와 호혜성의 심리적 메커니즘을 고찰하였다. 분석결과, '환경적 요인 & 반응성 요인 → 신뢰 → 고객 충성도'간의 관계에서 신뢰가 부분적으로 매개역할을 하는 것으로 나타났다. 또한 '의사소통 요인 → 신뢰 → 고객 충성도' 간의 관계는 신뢰가 완전한 매개역할을 하는 것으로 나타났다. 또한 '환경적 요인 & 의사소통 요인 → 호혜성 지각 → 고객 충성도' 간의 관계에서도 호혜성 지각이 부분적인 매개역할을 하는 것으로 확인되었다. 그리고 호혜성 지각은 '반응성 요인 → 호혜성 지각 → 고객 충성도' 간의 관계에서 완전한 매개역할을 수행하는 것으로 나타났다.
Abstract
This study is intended to examine the structural causal relationship between the quality of service of these banks and customer loyalty. Environmental factors, communication factors, and response factors were selected as independent variables, and empirical analyses were conducted on the effect on customer loyalty, which is a resultant variable, using reciprocal perception and trust as parameters. This research is intended to examine to the managers who manage the bank's services which factors enhance the sense of reciprocity and trust, and what factors lead to trust and reciprocal perception leading to customer loyalty. Specifically this study divided the service quality dimensions into environmental factors, communication factors and reactive factors to measure the quality of service of banks, and looked at the psychological mechanism of trust and reciprocal perception in relation to these variables to customer loyalty. The analysis confirmed that trust is partially mediated in the relationship between 'environmental factors & reactive factors → trust → customer loyalty'. In addition, the relationship between 'communication factors → trust → customer loyalty' confirmed that trust plays a full-mediation role. In addition, the relationship between 'environmental factors & communication factors → reciprocal perception → customer loyalty' also confirmed that the reciprocal perception plays a partial-mediation role. And reciprocity played a full-mediation role in the relationship between 'reactive factors → reciprocal perception → customer loyalty'.
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