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NTIS 바로가기벤처창업연구= Asia-Pacific journal of business and venturing, v.14 no.5, 2019년, pp.159 - 173
조윤제 (호서대학교 벤처대학원) , 동학림 (호서대학교 벤처대학원)
The purpose of this study is to examine the effect of service quality of banks on customer satisfaction and recommendation intention through empirical analysis. In particular, the focus was on the differences of the causal effect between PB(Private Banking) customers and regular customers. For this ...
핵심어 | 질문 | 논문에서 추출한 답변 |
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은행이 고객 군 별로 역점을 두어야하는 부분이 다른 이유는? | 첫째, PB고객과 일반고객 간에는 고객만족, 추천의향에 미치는 요인들이 다르다는 점이다. 은행과의 접촉이 잦은 PB고객들은 서비스 품질 요인 중유형성이 중요한 요인인 반면, 일반고객에게는 유형성보다는 직원들의 공감성과 은행과 직원에 대한 신뢰성이 중요한 요인으로 나타났다. 이는 고객만족과 추천의향 제고를 위해 은행이 고객 군 별로 어느 부분에 보다 역점을 두어야하는지에 대한 전략적, 실무적인 시사점을 제시하고 있다. | |
PB란? | PB란 은행 등 금융 기관에서 거액의 자산을 보유한 사람들에게 금융 및 비 금융 업무(예, 부동산, 세무, 법률 등의 자문)를 제공하는 맞춤형 서비스를 의미한다. 이제 은행들은 일반고객보다 PB고객과의 더 좋은 밀착형 관계 유지가 필요하게 되었다(허미하 외, 2014). | |
은행 서비스품질 중 고객만족에 영향을 미치는 특성은? | 0을 활용한 구조방정식모형으로 가설을 검정하였다. 연구 결과 은행 서비스품질 중 공감성, 신뢰성, 유형성이 고객만족에 정(+)의 유의한 영향을 미치는 것으로 나타난 반면, 반응성과 확신성은 통계적으로 유의성이 검정되지 않았다. 한편, 고객만족은 추천의향에 정(+)의 영향을 미치는 것으로 분석되었다. |
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