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관계유대와 편의성이 금융상품 교차구매 의도에 미치는 영향: 만족과 신뢰의 매개 역할

The Effects of Relational Bonds and Conveniences on the Cross-Buying Intention of Financial Products: The Mediating Role of Satisfaction and Trust

김세범|김종택
한국기업경영학회 (Korean Corporation Management Association)|2012.06|기업경영연구 (Korean Corporation Management Review)|제19권 제3호|pp. 213-234|DOI http://dx.doi.org/

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참고문헌

키워드

교차판매사회적 유대Cross-selling교차구매Social BondsShopping Convenience구조적 유대지리적 편의성구매 편의성Cross-buyingStructural BondsLocal Convenience
주제분류경영학

초록

금융겸업화로 인해 과거에는 업무영역이 구분되어 있던 금융기업과도 동일한 금융상품으로 경쟁하게 됨에 따라 교차판매가 경쟁우위 확보를 위한 중요한 마케팅 활동으로 등장하게 되었다. 교차판매를 강화하기 위해서는 이를 수용하는 고객의 교차구매가 필요하며 따라서 교차구매에 영향을 미치는 요인에 관한 연구가 중요한 의의를 지닐 수 있다. 본 연구는 증권회사 고객을 대상으로 교차구매 의도에 영향을 미치는 요인을 찾고자 하였다. 선행연구에 사용된 다양한 영향요인을 관계유대(사회적 유대, 구조적 유대)와 편의성(지리적 편의성, 구매 편의성)으로 통합하고 이들이 교차구매 의도에 미치는 영향을 살펴보았다. 또한 만족과 신뢰가 교차구매 의도에 미치는 직접효과와 이들의 매개역할을 검정하였다. 연구 결과 다음과 같은 사실을 확인하였다. 첫째, 사회적 유대는 교차구매 의도에 영향을 미치지 않았으며 구조적 유대가 가장 큰 영향을 미치는 것으로 나타났다. 둘째, 편의성은 교차구매 의도에 영향을 미치지 않는 것으로 파악되었다. 셋째, 만족과 신뢰는 교차구매 의도에 정의 영향을 미쳤다. 넷째, 만족은 사회적 유대와 구조적 유대, 구매 편의성이 교차구매 의도에 미치는 영향에 매개역할을 수행하였으며 신뢰는 구조적 유대와 구매 편의성이 교차구매 의도에 미치는 영향에 매개역할을 수행함을 알 수 있었다. 따라서 연구의 핵심은 구조적 유대가 교차구매를 강화하기 위한 핵심적인 전략이며 이와 아울러 금융기업에 대한 전반적 만족도를 높이고 신뢰를 구축하는 노력을 경주해야 한다는 시사점을 주고 있다

Abstract

Domestic financial companies try to obtain competitive advantage by reinforcing cross-selling, which means selling a variety of financial products at their branches. To achieve this, the research on the factors that affect cross-buying behavior needs to be performed. The objective of this study is to investigate how relational bonds, conveniences, satisfaction and trust affect cross-buying intention as well as mediating roles of satisfaction and trust. The followings have been identified: First, social bonds didn’t have direct effect on cross-buying intention. Second, structural bonds are a key factor that influences cross-buying intention. Third, local convenience and shopping convenience didn’t have significant effect on cross buying intention. Fourth, satisfaction and trust affect cross-buying intention. Fifth, although social bonds didn’t have direct effect on cross-buying intention, social bonds effects satisfaction and satisfaction have effect on cross buying intention. Thus satisfaction plays a mediating role between social bonds and cross buying intention. Sixth, social bonds have direct effect on cross buying intention, and it have direct effect on satisfaction and trust as well. Seventh, although shopping convenience didn’t have direct effect on cross-buying intention, it affects satisfaction and trust. Thus satisfaction and trust play a mediating role between shopping convenience and cross buying intention. The implications of this thesis are: First, structural bonds can be the most crucial strategic tool to cross-buying behavior. So financial firms have to enhance employee expertise and supply useful information to their customers. Second, satisfaction and trust influence cross-buying intention and perform a mediating role between relational bonds and shopping convenience and cross-buying intention as well. This implies that the effort to build trust and to increase overall satisfaction about corporation should precede all others. Third, shopping convenience have strong effect on satisfaction and trust. It means that the effort to increase shopping convenience can increase transaction with current financial firms and reinforce cross buying behavior.

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