서비스충성도 과정에서 이미지와 서비스제공자신뢰의 인과적 역할: 국내은행과 외국계은행의 비교적 접근
Causal Role of Corporate Image and Trust towards Service Suppliers in Explaining Process of Customer Loyalty in Bank Services Setting: Comparisons between Domestic Major Banks and Foreign Owned Banks
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본 연구는 은행의 지각된 서비스품질과 고객만족 및 충성도 간의 관계에서 지각된 서비스품질의 고객만족에 대한 영향력과 고객만족의 충성도에 대한 영향력을 확인하고, 이미지와 서비스제공자 신뢰의 역할을 설명하고자 지각된 서비스품질과 이미지, 고객만족, 서비스공급자 신뢰 및 충성도 간의 관계를 조사하고 설명하였다. 국내 주요은행과 외국계은행 각각 두 곳에서 실제 서비스경험을 가진 소비자를 대상으로 자료를 수집하였으며, 경로분석으로 제기된 연구가설을 검증하였다. 연구결과는 다음과 같다. 첫째, 은행 유형별로 지각된 서비스품질과 고객만족 및 충성도 간의 관계에 차이가 있음을 확인하였다. 국내은행에서는 지각된 서비스품질이 고객만족과 충성도에 영향을 미치었지만, 외국계은행의 경우 유의한 경로관계가 확인되지 않았다. 둘째, 은행이미지가 지각된 서비스품질에 미치는 영향력은 국내은행과 외국계은행 모두에서 유의하였지만, 은행이미지 구성차원별로 지각된 서비스품질 구성차원 각각에 미치는 영향력은 차이가 있음을 확인하였다. 마지막으로, 고객만족과 충성도 간의 관계에서 국내은행의 경우 서비스제공자신뢰가 매개된 반면, 외국계은행의 경우 고객만족이 충성도에 직접적으로 영향을 미치었다. 결론적으로 국내은행은 외국계은행보다 이미지가 높게 형성되어 있음을 확인하였다. 즉, 높은 은행의 이미지는 지각된 서비스품질에 영향을 주고, 높은 수준의 고객만족은 서비스공급자신뢰에 영향을 주었으며, 이러한 서비스공급자의 신뢰가 충성도에 영향을 미쳤다.
Abstract
This paper is to explain and investigate relationship between perceived service quality, corporate image, customer satisfaction, trust towards service suppliers, and loyalty in bank for the purpose of identifies how perceived service quality influences on customer satisfaction and customer satisfaction influences on customer loyalty and examine the role of corporate image and trust towards service suppliers in explaining relationships between perceived service quality, customer satisfaction and customer satisfaction. A survey study was conducted to collect the data with the actual service purchasers at two domestic major banks and two foreign owned banks. A path analysis was performed to test the research hypothesis. The results of the study show as follows: First, it was found to difference in relationship between perceived service quality, customer satisfaction and loyalty by types of bank. Perceived service quality influences on customer satisfaction and customer satisfaction influences on customer loyalty in domestic major banks, but there had no significant path coefficients between perceived service quality and customer satisfaction in foreign owned banks. Second, bank image and perceived service quality was found to significant path coefficients in all types of bank, but shows differential effects in how bank image components influence perceived service quality components. Finally, customer satisfaction and loyalty was found to intermediate trust towards service suppliers in domestic major banks, but influences directly in foreign owned banks. To sum up, domestic major banks had more higher bank image than foreign owned banks. High level of bank image affect perceived service quality and high level of customer satisfaction influence on trust towards service suppliers, in turn customer loyalty.
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