은행의 서비스품질이 고객만족, 고객신뢰 및 고객충성도에 미치는 영향 : 중국진출 국내은행을 중심으로
The Influences of Banking Service Quality on Customer Satisfaction, Customer Trust, and Customer Loyalty : Focusing on Korean Banks in China
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초록
China’s recent financial market opening has brought an increasing number of Korean and foreign banks into China, and, as a result, the competition has become intense among those banks to attract local customers. This study deals with the relationship between service quality and customer satisfaction, customer trust and loyalty observed by Chinese customers who had used banking services provided by Korean banks operating in China. The empirical analysis shows that three kinds of service quality(process quality, outcome quality, service environment quality) have a positive effect on customer satisfaction and trust. However, the analysis also shows that process quality does not play a significant role in gaining customer confidence. Furthermore, customer satisfaction positively affects customer trust in terms of the relationship between customer satisfaction and customer trust, and both of them also have a positive effect on customer loyalty. This study also provides several strategic suggestions concerning the service quality of Korean banks in China.
Abstract
China’s recent financial market opening has brought an increasing number of Korean and foreign banks into China, and, as a result, the competition has become intense among those banks to attract local customers. This study deals with the relationship between service quality and customer satisfaction, customer trust and loyalty observed by Chinese customers who had used banking services provided by Korean banks operating in China. The empirical analysis shows that three kinds of service quality(process quality, outcome quality, service environment quality) have a positive effect on customer satisfaction and trust. However, the analysis also shows that process quality does not play a significant role in gaining customer confidence. Furthermore, customer satisfaction positively affects customer trust in terms of the relationship between customer satisfaction and customer trust, and both of them also have a positive effect on customer loyalty. This study also provides several strategic suggestions concerning the service quality of Korean banks in China.
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