[논문]금융기관 서비스품질의 고객충성도 결정요인 -수협은행을 중심으로-

이상준; 이상엽

doi:10.14400/jdc.2014.12.4.193

금융기관 서비스품질의 고객충성도 결정요인 -수협은행을 중심으로-
Determinants of Service Quality on Customer Loyalty of Financial Agency -Focused on Suhyup Bank- 원문보기

디지털융복합연구 = Journal of digital convergence, v.12 no.4, 2014년, pp.193 - 200

초록
AI-Helper

본 연구의 목적은 금융기관 서비스품질의 만족도를 높이고 충성도 있는 고객을 확보하여 지속성장 가능한 수협은행 관련 연구가 현실적으로 부족하였다는 문제의식에서 출발하였다. 본 연구결과에서 수협은행의 서비스품질을 위한 제고방안은 결정요인 결과를 토대로 유용성 흥미성 신뢰성 안전성의 고객만족과 고객관계관리 관계성을 정립하여 고객의 니즈에 맞는 새로운 욕구를 고려하는 제고방안이 수립되어야 하며 유의수준이 높은 내적품질 요인을 높일 수 있는 서비스 품질의 제고방안을 맞춤형 서비스로 확대 시킬 필요가 있다. 급변하는 금융환경의 변화에 맞게 전문경영인 체제와 능력위주의 인사정책 도입으로 수협은행에 사회적, 경제적, 가족적, 문화적 변화 특성을 정확히 이해하고, 그러한 변화에 대응할 수 있는 프로그램 개발 운영이 필요하다.

Abstract ▼ AI-Helper

The purpose of this research is to explore ways to raise the quality of the financial services of Suhyup Bank, to secure its customers' loyalty, and to help it achieve sustainable growth. The results of this research showed that the ways to improve the service quality of Suhyup Bank are as follows: establish a relationship between its customers' satisfaction with the usefulness, creativity, reliability, and safety of its services and its customer management based on its customers' decision-making factors; establish service improvement schemes that consider new customer needs and desires; and improve its service quality and raise its internal quality factors, which are the keys to its expansion to customized services.

주제어

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문제 정의

The relationship between the service quality and the customer satisfaction was found to be strongest. In this research, it was investigated if customer satisfaction with the service quality of financial institutions and the characteristics of the subjects affect their intention to revisit the institution and reuse its services. It was seen that satisfaction with the services of financial institutions leads to customer loyalty and intention to reuse such services as well as to recommend and promote them to others.
The results of this research showed that the ways to improve the service quality of Suhyup Bank are as follows: establish a relationship between its customers’ satisfaction with the usefulness, creativity, reliability, and safety of its services and its mprove its service quality and raise its internal quality factors, which are the keys to its expansion to customized services. This paper pointed out the need for Suhyup Bank to develop and operate a program that will enable it to accurately understand the characteristics of social, economic, familial, and cultural changes. Such program should also enable the Bank to cope with these characteristics by adopting a professional executive system and performance-based personnel policies in line with the rapidly changing financial environment.
This purpose of this study is presenting the measures to enhance the research on the customer satisfaction by customer loyalty to Suhyup Bank's current sustainable service quality, and to narrow the gap between the theories and reality as practical research thereon are scarce.
This purpose of this study is presenting the measures to enhance the research on the customer satisfaction by customer loyalty to Suhyup Bank's current sustainable service quality, and to narrow the gap between the theories and reality as practical research thereon are scarce. This study result would be used in developing and realizing the service quality to enhance sustainable customer loyalty. and is expected to support the implementation of researches on expansion of government's policy support to fishermen as cooperative members as well as national policies and strategies.

가설 설정

First, What effect does Suhyup Bank service quality external factor exert on customer satisfaction level?
Fourth, What effect does Suhyup Bank service quality internal factor exert on customer loyalty?
Second, What effect does Suhyup Bank service quality internal factor exert on customer satisfaction level?
Third, What effect does Suhyup Bank service quality external factor exert on customer loyalty?

제안 방법

The empirical research as the study method herein was implemented during October 1, 2011 to September 30, 2012, on four customers groups of cooperative members as particular customers, semi cooperative members as general customers, once-only user customers (peripherical customers) and other customers for marketing (other customers).
Under these circumstances, this research attempts to contribute to the development of Suhyup Bank by providing basic data for the development of its Nextro Program. The program analyzes and standardizes the new perception of Suhyup Bank and its process for providing both its existing and new customers enhanced service quality with new approaches by identifying the needs of customers who request new services.
The empirical research as the study method herein was implemented during October 1, 2011 to September 30, 2012, on four customers groups of cooperative members as particular customers, semi cooperative members as general customers, once-only user customers (peripherical customers) and other customers for marketing (other customers). The questionnaires were provided to the respondents who agreed to participate in this study, concurrently with the consent on study ethics, to respond by filling in autonomously, and then were collected. Out of 310 questionnaires distributed, 282 respondents (92.
0 was used. The research model presented in this study, the mutual influence between constructs black because it focuses on the relationships between constructs are useful in assessing black and AMOS (analysis of monent structure) was used.
The results of this research showed that the ways to improve the service quality of Suhyup Bank are as follows: establish a relationship between its customers’ satisfaction with the usefulness, creativity, reliability, and safety of its services and its mprove its service quality and raise its internal quality factors, which are the keys to its expansion to customized services.
This study is the cross-section research to find out the alternatives and recommendation to enhance customer loyalty to Suhyup Bank's service quality, and study model is shown at [figure 3-1] below. Using the statistical analysis on collected materials, the data collected were codified on the coding card, and then study model was figured over multiple times, and the optimal study model was derived therefrom.

대상 데이터

The questionnaires were provided to the respondents who agreed to participate in this study, concurrently with the consent on study ethics, to respond by filling in autonomously, and then were collected. Out of 310 questionnaires distributed, 282 respondents (92.5%) excluding 23 questionnaires that were responded unseriously, were selected to be analyzed finally. After measuring the confidence and feasibility of questionnaire items by preliminary research weight in advance, full-fledged empirical analysis began, classifying independent variables as external quality factors (usefulness, interests) internal quality factors (confidence, stability).

데이터처리

The data collected in this study are the frequency analysis, cross-analysis, reliability analysis, T-test, One way ANOVA, correlation analysis, multiple regression analysis was used once the Fisheries banking services deal only with experience customer Fisheries Research targets were carried out, a random sampling method was conducted by using the sampling method. Statistical analysis of the data collected in the recruitment data encoded on the card, and then coding SPSS Win 18.
to find out the relationship between number and time of use, and the dependent variables of overall satisfaction level and usefulness assessment by Suhyup Bank customers, regression analysis was performed on customer satisfaction as parameter and customer satisfaction as dependent variable. Through variance analysis, the difference between service quality assessment by identity type and Suhyup Bank user satisfaction and usefulness assessment on the bank was derived and analyzed through frequency analysis, cross analysis, correlation, T-test, One- way method ANOVA, confidence, multiple regression, AMOS structural equation model. Suitability is assessed using the χ², NFI, CFI, TLI, RMSEA in maximum-likelihood estimation recommended by BAE Byung Ryul (2011: 657-668) Suitability of composition concept at WOO Jong Pil (2012: 567) is classified as concentration feasibility, determination feasibility, rule feasibility etc.
Secondly, 150 items were selected as sample to be empirically analyzed through structural equating model. to find out the relationship between number and time of use, and the dependent variables of overall satisfaction level and usefulness assessment by Suhyup Bank customers, regression analysis was performed on customer satisfaction as parameter and customer satisfaction as dependent variable. Through variance analysis, the difference between service quality assessment by identity type and Suhyup Bank user satisfaction and usefulness assessment on the bank was derived and analyzed through frequency analysis, cross analysis, correlation, T-test, One- way method ANOVA, confidence, multiple regression, AMOS structural equation model.

성능/효과

Fifth, the direct effect, indirect effect, and total effects of the interest, which is the external quality factor of the service that Suhyup Bank provides its customers, on customer satisfaction and loyalty, and the external quality and availability of its service, which represent the usefulness of and interest in its service, on overall satisfaction showed negative (-) effects, though they were insignificant.
First, based on the results of the measurement and analysis on a five-point scale by Suhyup Banks’s customers of its service quality, female customers were more aware of the Bank’s service quality than the male customers.
Fourth, multiple regression analysis of the reliability and safety test results that revealed the effects of the factors related to Suhyup Bank’s service quality showed that safety (β = 0.291, p = 0.001), reliability (β = 0.232, p = 0.010), and usefulness (β = 0.205, p = 0.016) were related to the Bank’s perceived service quality.
On the external quality factor, safety was ranked highly, while on the service quality related to the use of the Bank’s services, the external quality (β = 0.642) had statistically positive (+) effects on the customer service and the customer loyalty with respect to the overall direct effects and the total effects.
Second, pertaining to the descriptive statics quantity decision factors for customer satisfaction with Suhyup Bank’s service quality on a five-point scale, the safety factor was rated highest with 3.56 points, and the ‘usefulness’ factor scored lowest with 3.44 points.
The effect of the service quality of Suhyup Bank, as perceived by its customers, on its customers’ satisfaction and intention to revisit and reuse its services, was verified.
The research model result shows that on service utilization level, external quality (β=.642) representing usefulness and interest was statistically meaningful in direct effect and total effect.
Third, the direct effect, indirect effect, and total effects of the interest, which is the external quality factor of the service that Suhyup Bank provides its customers, on customer satisfaction and loyalty, and the external quality and availability of its service, which represent the usefulness of and interest in its service, on overall satisfaction showed negative (-) effects, though they were insignificant.

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