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은행고객의 지각된 관계혜택이 만족과 충성도에 미치는 영향: non-VIP와 VIP의 다중집단분석

The Effect of Perceived Relational Benefits of Bank Customers on Satisfaction and Loyalty: Multi-Group Analysis of Non-VIP and VIP

이새미|이용기|양현근
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2021.12|상품학연구 (Journal of Product Research)|제39권 제6호|pp. 91-99|DOI 10.36345/kacst.2021.39.6.011

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충성도고객만족loyalty관계혜택customer satisfactionrelational benefitsVIP은행서비스banking service
주제분류경영학

초록

최근 인터넷 전문은행의 급성장과 COVID-19로 인한 비즈니스 환경 변화로 서비스산업 분야의 비대면 서비스 및 디지털 마케팅이 점차 활성화되고 있다. 그러나 이러한 상황에서도 인터넷 은행 대비 시중은행에는 대면 서비스 고객이 여전히 존재한다. 따라서 인터넷 은행과는 차별적인 시중은행의 대면 서비스 전략에 대한 연구의 필요성이 제기되고 있다. 본 연구는 국내 수도권 시중은행의 고객을 고객등급에 따라 non-VIP와 VIP의 두 가지 유형으로 분류하여 그들의 지각된 관계혜택이 만족과 충성도에 미치는 영향에 대하여 파악하였다. 그 결과, 본 연구에서 제시된 4가지 관계혜택(심리적, 고객화, 핵심제품, 핵심서비스 혜택) 중 핵심제품혜택과 핵심서비스혜택에서 두 집단 간의 차이가 유의한 것으로 나타났다. non-VIP의 경우, 핵심서비스 혜택이 고객만족에 긍정적 영향을 미치나, VIP의 경우엔 핵심제품혜택이 고객만족에 긍정적 영향을 주는 것으로 나타났다. 본 연구의 분석 결과는 고객등급별 서비스 제공을 통한 효과적인 마케팅 전략의 실행으로 은행기업의 경쟁력 확보에 도움이 될 수 있다.

Abstract

Recently, due to the rapid growth of internet-only banks and changes in the business environment due to COVID-19, non-face-to-face services and digital marketing in the service industry are gradually being activated. However, even in this situation, there are still face-to-face service customers in commercial banks compared to internet-only banks. Therefore, there is a need for research on face-to-face service strategies of commercial banks that are differentiated from Internet banks. From this perspective, this study examines the effects of relational benefits on loyalty and identify the mediating role of customer satisfaction in the relationship between relational beneftis and loyalty. In addition, the current study investigates the moderating role of non-VIP and VIP customer in the relationship between relational benefits-customer satisfaction-loyalty. The findings show that the differences between the two groups were significant in core product benefits and core service benefits among the four relational benefits (psychological, customized, core product, and core service benefits) presented in this study. For non-VIP customers, core service benefits have a positive effect on customer satisfaction, and for VIP customers, core product benefits have a positive effect on customer satisfaction. The results of this study can be helpful in securing competitiveness of banking companies by executing effective marketing strategies by providing different relational benefits by customer grade.

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