The Effect of Service Authenticity and Service Quality on the Customer Satisfaction and Customer Loyalty in Financial Investment Company

금융투자회사의 서비스진정성, 서비스품질이 고객만족과 고객충성도에 미치는 영향

  • 윤제범 (서울벤처대학원대학교 융합산업학과) ;
  • 박현숙 (서울벤처대학원대학교 융합산업학과)
  • Received : 2016.01.12
  • Accepted : 2016.02.02
  • Published : 2016.03.28


This study aims to examine effects of service authenticity and service quality on the customer satisfaction and customer loyalty in mediation of customer trust in financial investment company. This research model was validated by the statistical tool of SPSS18.0 and AMOS18.0 using survey data collected from the experienced of financial investment company. The results of this study are summarized as follows. First, service process authenticity has a significant effect with customer satisfaction and customer oriented authenticity has a significant effect with customer satisfaction in mediation of customer trust. Second, service quality(tangibility, reliability, assurance, empathy, except responsiveness) has a positive effect(empathy is the highest of all) with customer satisfaction and the importance of service authenticity and service quality can be confirmed from customer satisfaction and customer loyalty. Third, customer satisfaction and customer loyalty as well as trust and satisfaction have significant effects between them, but there have no significance between trust and loyalty. Finally, this study suggests directions of marketing strategy through build up trust in a strong relationship with the existing loyal customer in financial investment company.


Financial Investments Company;Service Authenticity;Service Quality;Customer Trust;Customer Satisfaction;Customer Loyalty


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