DOI QR코드

DOI QR Code

Determinants of Service Quality on Customer Loyalty of Financial Agency -Focused on Suhyup Bank-

금융기관 서비스품질의 고객충성도 결정요인 -수협은행을 중심으로-

  • Lee, Sang-Jun (Suhyup Bank, School of Public Admin. of Policy, Hanseo University) ;
  • Lee, Sang-Yup (Dept. of Public Administration, Hanseo University)
  • Received : 2014.02.20
  • Accepted : 2014.04.20
  • Published : 2014.04.28

Abstract

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.

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.

Keywords

References

  1. Anderson, E.W. Fornell, C. & Lehmann, D. R. (1996). Customer Satisfaction, Market: Journal of marketing, 60(4): 7-18, 230-339 https://doi.org/10.2307/1251898
  2. Baker, W. & J.W. Hunchinson, D. Moore, and P. Nedunga. (1986). "Brand Familiarity and Advertising in Consumer Reseach, 9(1),: 637-642
  3. Bitner, Mary Jo. (1985, 1990). Evaluating Service Encounters: Effects of Physical Surroundings and Employee Responses. Journal of Marketing, 54(4): 76.
  4. Chun-Hee, Kim & Mun, Seung-Yeon & Park, Hee-Su, A Structural Analysis on the Affecting Factors of Quality of Service: Focusing on Quality of Childcare Service. Korean Journal of Local Government & Administration Studies, Vol. 27, No. 3, pp. 145-164, 2013. https://doi.org/10.18398/kjlgas.2013.27.3.145
  5. Cronin, J. J and S. ATaylor. (1992). Excellent Quality of Service for Existing Customers to Prevent Churn : 103-107
  6. Cook, K. (1977). Exchange and power in Networks of Inter-Organizational Relations, The Sociological Quarterly, 1.18, (4), : 62-82 https://doi.org/10.1111/j.1533-8525.1977.tb02162.x
  7. Cronin, J. J. and S. A. Taylor. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56(4): 55-68.
  8. Curasi, C. F. and K. N Kennedy. (2002). From Prisoners to Apostles : A Shemwell. (1997). A Typology of Repeat Buyer and Lolaty Customers in Service Business, Journal of Service Marketing, 16, .322-341
  9. DeLone, W. H. and E. R. McLean. (2003). The DeLone and McLean-Model of Information Systems Success: A Ten-Year Update. Journal of Management Information Systems, 19(4): 9-30. https://doi.org/10.1080/07421222.2003.11045748
  10. Dick, A. and K. Basu. (1994), "Customer Loyalty: Toward an Integrated Conceptual Framework," Journal of Academy of Marketing Science, 22(2), 99-113. https://doi.org/10.1177/0092070394222001
  11. Ganesan, S. (1994, 1996). Determination of Long-term Orientation in Buyer Seller Relationships, Journal of Marketing, .58,(3): 1-19
  12. Gronroos, S Christian. (1984). A Service Quality Model and Its Marketing Mplication. European Journal of Marketing, 18(4): 40. https://doi.org/10.1108/EUM0000000004780
  13. Kim, J Lee, K. Han, and H. Lee. (2002). Businesses as Building. Information Systems Research, 13(3): 239-254 https://doi.org/10.1287/isre.13.3.239.79
  14. Kline, R. B. (2005). Principle and Practice of Structural Equation Modeling(2nd ed). NY: Guiford Press. : 56-88
  15. Kumbhakar & Wang. (2009). Strategic Groups and Reterogeneous Technologies: an Application to the US Banking Industry: 31-37)
  16. Yooshik Yoon. Hay-Ryun Shim. (2011). A Study on Korea Incentive Travel Program and the Influence of Readiness Assessment on Travel Satisfaction : with focused on the Case-study of China. Korean Comparative Government, 15(3): 1-22.
  17. Oliva, T. A., R. L. Oliver, and C. MacMilan. (1992). A Catastrophe Model for Developing Service Satisfaction Strategies. Journal of Marketing, 56: 83-95.
  18. Parasuraman, A.L Berry & V. Zeithaml. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of : 52-56
  19. Price, L. L and E. I. Armould. (1999). Commmercial Friendships : Service Provider-3-95 Client Relationships in Context, Journal of Marketing 63 (10), : 38-56, 63 https://doi.org/10.2307/1251973
  20. Reichheld, F, F. and Sasser, W. (1990,1996). Zero Defection: Quality Comes to Services, Harvard Business Review, Sept-Oct, 1990,: 105-111.
  21. Sang-Jun, Lee & Lee, Sang-Yup, An Analysis on Impact of Customer Satisfaction in Public Services of Fisheries, Korean Journal of Local Government & Administration Studies, Vol. 25, No. 3, pp. 95-112, 2011. https://doi.org/10.18398/kjlgas.2011.25.3.95
  22. Soon-Hwa, Kang, Festival Involvement, Flow Experience and Relationship between the Continuous Participation Intention. Korean Journal of Local Government & Administration Studies, Vol. 25, No. 2, pp. 159-176, 2011. https://doi.org/10.18398/kjlgas.2011.25.2.159
  23. Teas, R. K. (1993). Expectations, Performance Evaluation and Consumer's Perceptions of Quality. Journal of Marketing, 57(12): 18-34. https://doi.org/10.2307/1252216
  24. Tse, D. K. and C. P. Wilton. (1988). Models of Consumer Satisfaction: An Extenson. Journal of Marketing Research, 25(1): 204-212. https://doi.org/10.2307/3172652
  25. Yooshik Yoon. Hay-Ryun Shim. (2011). A Study on Korea Incentive Travel Program and the Influence of Readiness Assessment on Travel Satisfaction : with focused on the Case-study of China. Korean Comparative Government, 15(3): 1-22.
  26. Unel, B. Bulent & H,. Zebregs. (2006). The Dynamics of Provincial Growth in China: A Nonparametric Approach. IMF Working Paper, WP/06/55, (8),: 55
  27. Woodside, A. G., L. Frey, and R. T. Daly. (1989). Linking Service Quality, Customer Satisfaction and Behavioral Intention. Journal of Health Care Marketing, 9: 5-17.
  28. Young Ok, Chon, An Analysis on Effects of legitimacy in Local NPOs through the Private Transfer Expenditure. Korean Journal of Local Government & Administration Studies, Vol. 23, No. 1, pp. 433-456, 2009.
  29. Zeithaml, Valarie A. and Mary Jo Bitner. (1996, 1998). Service Marketing, Chicago: McGraw-Hil. : 76-81