Recently, due to international financial crisis, market uncertainty has been extended to financial market. For example, big investment banks of America became insolvent caused by sub-prime mortgage. Therefore, attitude for avoiding risk has been spread, by which preference of safe assets has been in...
Recently, due to international financial crisis, market uncertainty has been extended to financial market. For example, big investment banks of America became insolvent caused by sub-prime mortgage. Therefore, attitude for avoiding risk has been spread, by which preference of safe assets has been increased. In domestic financial environment, because the law for capital market integration was enforced in 2009, tasks of bank swam the tide of destroying boundary. That is, with traditional loan and depository works, works for other financial organizations such as insurance and trust works were also added and combined, by which competition environment of commercial banks or management strategies have been changed. The postal financial service organization (Post Office), which is operated by Korea gorverment, concentrated its branches Store chains of postal finance was concentrated in Eup․Myeon area where has low profitability and profitability was worsened by low interest. In this situation, about postal savings, in order to adapt this rapid change of overseas and domestic business environment and extend business profits through maintenance of safe business bases and existing customers, it has been required to use the method for strengthening competitiveness through postal saving CRM. Therefore, in this study, it was trying to find and analyze factors of relationship marketing for improving business performances of post office after establishing long-term and safe customer relationship of postal saving. And then, it was also trying to find marketing implications for improving relationship marketing on customers of post office after focusing on structure relationship of each factor. At first, on the basis of basic researches in relation to present condition of postal saving, relationship marketing, financial service, CRM relationship benefit, relationship quality, revisiting intention, and so on, after gathering and arranging literature, it was trying to select the model for this study and use it as a basis of positive research. After gathering theoretical consideration studies, integrated model made up of independent variable, parameter, and result variable was suggested as conceptual model. As an independent variable, CRM relationship benefit (social benefit, psychological benefit, economic benefit) were selected as main variable and as a parameter, relationship quality, trust․satisfaction․immersion was selected and as outcome variables, revisiting intention, word of mouth intention, and so on were selected, by which conceptual model was composed and positive research was carried out. Followings are concrete results after hypothesis testing. It was showed CRM relationship benefit has a positive effect on trust and customer satisfaction but it hasn't an effect on immersion. Moreover, it was showed trust has a positive effect on customer satisfaction, but hasn't an effect on immersion. And, immersion and customer satisfaction has a positive effect on immersion and revisiting intention has a positive effect on word of mouth intention. Finally, it was also showed immersion has a positive effect on revisiting intention and word of mouth intention. On the basis of above research results, it is expected post office strengthens CRM relationship benefit cognized by customers, induces customer satisfaction pays attention to marketing. Therefore, after improving revisiting intention and word of mouth intention, customer succession can be prevented and after strengthening sales capacity for maintenance and expansion of customers, the source of profits, I hope, postal saving can take a stepping stone for safe development.
Recently, due to international financial crisis, market uncertainty has been extended to financial market. For example, big investment banks of America became insolvent caused by sub-prime mortgage. Therefore, attitude for avoiding risk has been spread, by which preference of safe assets has been increased. In domestic financial environment, because the law for capital market integration was enforced in 2009, tasks of bank swam the tide of destroying boundary. That is, with traditional loan and depository works, works for other financial organizations such as insurance and trust works were also added and combined, by which competition environment of commercial banks or management strategies have been changed. The postal financial service organization (Post Office), which is operated by Korea gorverment, concentrated its branches Store chains of postal finance was concentrated in Eup․Myeon area where has low profitability and profitability was worsened by low interest. In this situation, about postal savings, in order to adapt this rapid change of overseas and domestic business environment and extend business profits through maintenance of safe business bases and existing customers, it has been required to use the method for strengthening competitiveness through postal saving CRM. Therefore, in this study, it was trying to find and analyze factors of relationship marketing for improving business performances of post office after establishing long-term and safe customer relationship of postal saving. And then, it was also trying to find marketing implications for improving relationship marketing on customers of post office after focusing on structure relationship of each factor. At first, on the basis of basic researches in relation to present condition of postal saving, relationship marketing, financial service, CRM relationship benefit, relationship quality, revisiting intention, and so on, after gathering and arranging literature, it was trying to select the model for this study and use it as a basis of positive research. After gathering theoretical consideration studies, integrated model made up of independent variable, parameter, and result variable was suggested as conceptual model. As an independent variable, CRM relationship benefit (social benefit, psychological benefit, economic benefit) were selected as main variable and as a parameter, relationship quality, trust․satisfaction․immersion was selected and as outcome variables, revisiting intention, word of mouth intention, and so on were selected, by which conceptual model was composed and positive research was carried out. Followings are concrete results after hypothesis testing. It was showed CRM relationship benefit has a positive effect on trust and customer satisfaction but it hasn't an effect on immersion. Moreover, it was showed trust has a positive effect on customer satisfaction, but hasn't an effect on immersion. And, immersion and customer satisfaction has a positive effect on immersion and revisiting intention has a positive effect on word of mouth intention. Finally, it was also showed immersion has a positive effect on revisiting intention and word of mouth intention. On the basis of above research results, it is expected post office strengthens CRM relationship benefit cognized by customers, induces customer satisfaction pays attention to marketing. Therefore, after improving revisiting intention and word of mouth intention, customer succession can be prevented and after strengthening sales capacity for maintenance and expansion of customers, the source of profits, I hope, postal saving can take a stepping stone for safe development.
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