판매원의 고객관점과 영업관점의 영업철학이 고객 만족도와 충성도에 미치는 영향

정연승,노원희 한국상품학회 2018 商品學硏究 Vol.36 No.6

고객접점 판매원의 영업철학이나 영업마인드는 고객대응역량과 최종적인 영업성과에 중요한 영향을 미치는 요인으로 작용한다. 최근 가장 중요하게 부각되고 있는 세일즈 분야의 영업철학은 영업지향성(sales orientation)과 고객지향성(customer orientation)의 두 가지가 있다. 영업지향성은 영업을 수행함에 있어서 우선순위를 판매건수, 매출 등 계량적인 성과에 두는 것을 말하며, 고객지향성은 영업의 최우선적인 중요도를 고객만족과 관계유지 등 고객에게 두는 것을 말한다. 본 연구는 이러한 판매원의 영업지향성과 고객지향성이 고객 차원의 성과에 미치는 영향을 검증하고 비교하는 것을 목적으로 하였다. 국내 H 백화점 5개 지점의 판매원과 고객을 대상으로 설문조사 자료를 사용하여 구조방정식 모형으로 가설을 검증한 결과, 판매원의 고객지향성은 고객이 인식하는 윤리적 판매행동과 판매원의 진정성에 정의 영향을 미치는 반면, 판매원의 영업지향성은 고객이 인식하는 고객지향적 판매행동, 윤리적 판매행동, 판매원의 진정성 정도에 부의 영향을 미쳤다. 고객이 판매원의 고객지향적 판매행동과 판매원의 진정성을 높게 인식할수록 높은 고객만족도를 보이고, 궁극적으로는 고객충성도에 긍정적인 영향을 미침을 알 수 있다. Sales philosophy or sales mind can have an important effect on customer response capability and corporate performance. Customer-orientation and sales -orientation have been regarded as a major part of sales philosophy and major research topic for many years in research area. Customer-orientation focuses on customer, such as customer satisfaction, commitment and loyalty, and sales-orientation puts priority on quantitative results like sales count and profit. This research aims to explore the different effect of SOCO of salesperson toward the customer satisfaction and customer loyalty, mediated by perceived customer orientation, ethical sales behavior and sales authenticity. Data was collected from salesperson and customer surveys at the five branches of H department stores in Seoul. Research model and hypotheses were verified using Structural Equation Modeling Analysis. The results of this study are as follows. Customer-orientation has positive effect on ethical sales behavior and salesperson authenticity, and sales orientation has negative effect on perceived customer orientation, ethical sales behavior and salesperson authenticity. Perceived customer orientation and salesperson authenticity have positive effect on customer satisfaction, and finally customer satisfaction has positive effect on customer loyalty.

고객 요구에 대한 방해요인 평가가 직무열의와 적응판매행동에 미치는 영향 연구 : 고객지향성·판매지향성의 조절효과

신진호,유재원 한국생산성학회 2022 生産性論集 Vol.36 No.1

This paper aims to identify the influence of customer demand on the adaptive selling of department store employees based on the job demand and resource(JD-R) model. Store managers consider front-line employees as one of the important resources to obtain a competitive advantage. It is because employees contribute greatly to securing new customers and loyal customers when they interact with customers. Customers sometimes, however, ask the salespeople for excessive demand and use insulting words toward the salesperson. Negative experience from customers makes salesperson get stressed, emotionally exhausted. The JD-R model well explains the relationship between employees’ burnout and job engagement. Based on the JD-R model, the authors try to check the effect of customers’ hindrance requirements on work engagement and adaptive selling. In addition, this study examines customer( selling) orientation as a moderating variable that mitigates(reinforces) the negative effect of customer demand on employees’ work engagement. Salespeople must respond to customer requests. According to the JD-R model, customers’ excessive and diverse requests can be a demanding factor for salespeople. For employees, customer demands naturally lead to negative job out-comes because they create tension or emotional burnout. When salespeople perceive customer needs as barriers or obstacles, they experience negative emotions. Job resources, however, alleviate these negative impacts. Intrinsic motivation of salespeople such as customer orientation helps to reduce role conflict and manage task pressure. Customer-oriented employees are interested in learning about their customers and providing optimal solutions to them. Since encounters play a key role in delivering value by interacting with customers, customer orientation can be considered as a job resource that enhances employees’ work engagement. Selling orientation, on the other hand, reinforces the negative impact of customer requests on work engagement. As an opposite concept of customer orientation, selling orientation focuses on sales performance, not customers’ well-being or needs. It means that sales-oriented employees tend to maximize their short-term profits through sales activities. If employees who value short-term goals are required to handle hindrance demands from customers, they will focus only on the given situation. Therefore, rather than feeling enthusiasm, dedication, or a positive sense of achievement for the job, they will focus on completing the task in front of them. It means that the negative impact of customer requests on work engagement will be stronger. Numerous studies claim that work engagement is associated with positive job performance. Employees with high work engagement showed higher in-role and extra- role behaviors than employees who did not. In other words, salespeople with high work engagement not only do the assigned work but also care for customer needs and change sales behavior while interacting with customers. For this study, salespeople working in department stores in South Korea were asked to participate in the survey. Hypotheses were tested based on 437 responses using SmartPLS and SPSS. It is found that customer’s hindrance requests negatively influence employee’s work engagement, and consequently weaken the adaptive selling. Customer orientation, however, alleviates the negative impacts of hindrance requests on work engagement, while selling orientation intensifies. This study suggests the following academic and practical implications. First, this study broadens the understanding of the JD-R model. In previous studies, sales orientation was considered as a positive moderator. However, this study covered that when employees face a negative situation, their selling orientation worsens the negative impact of customer requests on work engagement. Second, the authors suggest store managers should support and take measures to support salespeople be...

은행서비스에서 고객지향성, 금리민감도, 고객애호도의 구조에 관한 연구: 예금이자율과 대출이자율의 조절효과

하홍열,최창복 한국마케팅학회 2010 ASIA MARKETING JOURNAL Vol.12 No.3

The notion of customer orientation is now importantly considered in the context of banking industries. Despite customer-oriented organizational cultures, there are few studies addressing the relationship between customer orientation and its outcomes. In particular, this study aims at testing the effect of customer orientation as a key marketing effort designed by a bank. This is because interest rate sensitivity is critical for evaluating banking services after raising the base rate. In so doing, first, this study investigates the relationships among customer orientation, interest rate sensitivity, and customer loyalty. Second, this paper examines how the moderating effects of both deposit interest and loan interest rates influence the linkages of customer orientation-interest rate sensitivity and customer orientation-customer loyalty. To test the proposed model, research data are collected from 304 subjects who use banking services(e.g., Shin-Han, Kookmin, the First Bank, Hana, and Woori banks). Each construct was measured by published items and the psychometric properties of the three constructs, excluding two constructs of the moderators, were evaluated by employing the method of confirmatory factor analysis via the use of AMOS. The model fit was also evaluated using the CFI, TLI, and RMSEA fit indices that are recommended based on their relative stability and insensitivity to sample size. The findings show that the relationship between customer orientation and customer loyalty is significant, whereas the relationships between customer orientation and interest rate sensitivity and between interest rate sensitivity and customer loyalty are not supported. Although customer orientation is highly evaluated, customers' interest rate sensitivity that results in the comparison of interest rates plays an important role in reducing the effect of customer orientation. As a consequence, interest rate sensitivity does not influence customer loyalty. First of all, one of interesting results in this study is that the moderating effect of loan interest rate is quite different from deposit interest rate. In the case of deposit interest rate, the linkages both customer orientation-interest rate sensitivity and customer orientation-customer loyalty are insignificant. In the case of loan interest rate, however, the two proposed linkages are supported. As our proposed relationships are still in its infancy in the context of banking industry, our study contributes to enhance scholars' knowledge of bank services and provides insights for practitioners when their marketing strategies, particularly both deposit and interest rates, have to be established. Finally, this research also illuminates the need for further research that considers the influence of customer orientation on consumer's decision-making and bank profits. More specifically, the results are encouraging and will lead us to further investigate this key outcome of the banking deposit/interest rates. 은행서비스에서 고객지향성의 중요성이 더욱 커지고 있다. 조직의 고객지향적 문화와 전략이 급증함에도 불구하고, 국내 마케팅 문헌에서 고객지향성과 그에 따른 성과를 분석한 논문이 제한적이었다. 특히, 최근의 기준금리 상승에 따른 고객들의 금리민감도가 더욱 커질 수 있는 상황에서, 본 연구의 목표는 기업의 마케팅 노력인 고객지향성의 효과를 측정한다. 먼저 고객지향성과 금리민감도, 고객지향성과 고객애호도, 그리고 금리민감도와 고객애호도의 관계를 고찰한다. 또한 예금이자율과 대출이자율의 조절효과를 통해 고개지향성-금리민감도, 고객지향성-고객애호도의 관계에 어떠한 영향을 미치는가를 조사한다. 본 연구의 모형을 테스트하기 위하여, 국내 은행을 이용하는 304명의 고객을 이용하였다. 연구결과 고객지향성과 고객애호도의 관계는 유의하게 평가된 반면, 고객지향성-금리민감도, 금리민감도와 고객애호도의 관계는 유의하지 않게 나타났다. 고객지향성이 높이 평가되어도 금리변동에 따른 경쟁상품간의 금리비교에 의해 고객의 금리민감도는 고객지향성의 효과가 상쇄되는 결과를 발생시키고, 금리민감도는 고객애호도에 유의한 영향을 미치지 않는다. 무엇보다도, 예금이자율과 대출이자율에 따른 조절효과가 완전히 상반되는 결과를 가져온 것이 흥미롭다. 예금이자율의 경우, 고객지향성-금리민감도, 고객지향성-고객애호도에 영향을 주지 않았으나, 대출이자율은 두 관계에 유의한 조절효과를 나타내었다. 본 연구의 결과는 아직 위의 관계에 대한 조명이 미숙한 상태에서, 향후 은행들이 어떻게 전략을 구축하여야 하는가에 대한 방향을 제공하였다는 점에서 그 연구의 공헌과 의의를 찾을 수 있다.

민간경비원의 셀프리더십과 감정노동이 고객지향성에 미치는 영향에 관한 연구

박주상 한국민간경비학회 2011 한국민간경비학회보 Vol.0 No.18

The purpose of study is to provide basic data for improving the security guard's customer orientation by recognizing the security guard's customer orientation and its influential factors, and to improve the customer orientation through the customer satisfaction by meeting the customers needs from their perspective. Among randomly selected 250 security guards who were working in priveate security enterprise in Seould and were consent with this experiment, the target was set as 218 security guards who submitted their questionaires. The data collection was conducted in form of questionnaire from July 22nd to August 6th, 2011. As the research tool, this study used some tools to measure the customer orientation, the self-leadership, and the emotional labor. The collected data was analyzed using SPSS window 18,0 according to this study's purpose. The results of study are as follows. First, The security guard's customer orientation was 4.86 point in average, and for the relevant factors, it was found that the self-leadership was 3.51 point, the expressive emotional labor of 4.19 point, the internal emotional labor of 4.79 point. Second, As the result corelation analysis between the security guard's customer orientation and relevant factors, it was found that the customer orientation had positive corelation with the factors of self-leadership, the whole carrier period, the internal emotional labor(r=.44-.60, p<.001). Third, For influential factors on the security guard's customer orientation, the internal emotional labor was the highest influential(β=.41), and followed the carrier period(β=.25), and then the self-leadership(β=.24). So the security guard's customer orientation could be explained as 36%. From the above results, it was found that the self-leadership, the inner emotional laber, the whole career were directly influential factors on the security guard's customer orientation. That is expected to be utilized as a basic data for developing strategies to improve the security guard's customer orientation.

판매원의 브랜드 관계가 지각된 고객지향성에 미치는 영향: 내·외부 고객의 관점에서

유재원 대한경영학회 2019 大韓經營學會誌 Vol.32 No.6

Internal branding represents an important managerial tool in directing the frontline employees for desired organizational performance. However, the majority of prior research on internal branding is based on consumer-brand relationship theory and has focused on effects of human resource practices without explicitly considering employee’s psychological intervening process and customer responses. Based on the job demand and resource theory the authors theorized interactive effect of employee brand relationship and internal service quality on employee’s work engagement and subsequently affect customer orientation. To examine the chain effect of employee’s behavioral change on customer’s response, this study has empirically connected the employee’s customer orientation and customer perceived customer orientation. Furthermore, as a context-specific factor, customer product involvement may enhance the importance of employee’s customer orientation in customer’s evaluation. To test research hypotheses of this study, I surveyed customer contact employees and customers at five department stores in the Seoul metropolitan area. Direct face-to-face interviews were suggested on sales employees and customers based on judgment sampling method. Specially, the survey was conducted on the sales employees working at the store to measure the employees-brand relationship, internal service quality, job engagement, and customer-oriented behavior, and the interviewers asked the customers who interacted with employees responded to the measure product involvement and perceived customer orientation on the spot. Empirical results using a sample of retail salespeople find that (1) employee brand relationship and internal service quality have positive interactive effects on work engagement, (2) work engagement has a positive effect on employee’s customer orientation, and (3) employee’s customer orientation and customer product involvement have a positive interactive effect on customer’s perceived customer orientation. These results indicate that internal branding researchers can benefit from considering the complex interactive effects of internal brand management as well as service focused organizational climate, which provide a more refined understanding of this important managerial tool. Based on this, this study confirmed sales employees’ role of "boundary spanner" which connected the company and customers of the sales staff. Furthermore brand experience of the customers was created through the interaction with sales employees, The company should provide opportunities for the salesperson to internalize own brand before delivering the ideal brand image to customers. Second, based on the internal marketing theory, internal service quality can be regarded as organizational resource, and it creates motivation for the work and enhances the work engagement of sales employees. Third, this study showed that sales employees’ work engagement induced customer-oriented behaviors that could convey an ideal brand image to customers. This is meaningful in that it has identified the effect of the service value chain in the a process of the relationship among the brand, employee and customers. Finally, this study confirms the direct link between employees customer-oriented behavior and actual consumers' perceived customer orientation using dyadic data. 내부 브랜딩이란 기업이 조직의 성과를 달성하기 위해 내부 접점직원을 어떻게 관리할 것인가를 반영하는중요한 전략적 도구로 주목받고 있는 연구 분야 중 하나이다. 하지만 이전의 내부브랜딩에 대한 대부분의연구들이 고객-브랜드 관계이론 (consumer-brand relationship theory)을 이론적 근거로 제시되었으며, 조직내 인적자원관리시스템이 내부브랜딩에 어떤 영향을 미치는가를 중점으로 진행되어 왔다. 하지만 내부브랜딩이 종업원의 심리적 반응 및 고객의 반응에 어떻게 영향을 미치는 가에 대한 연구는 부족한 실정이었다. 따라서본 연구에서는 직무요구-자원이론(Job demand and resource theory)을 바탕으로 판매원이 인식하는 자신과브랜드와 관계 (brand relationship) 및 지각된 내부서비스 품질 (internal service quality)을 직무자원으로제시하고, 이를 통해 판매원의 직무열의(work engagement)와 판매원의 고객지향적 행동에 어떠한 영향을미치는 가를 실증적으로 검증하고자 한다. 또 판매원의 행동의 변화가 고객의 반응에 미치는 서비스 가치사슬효과(service value chain effect)를 검증하기 위하여 판매원의 고객지향적 행동과 고객의 지각된 고객지향성간의관계를 조사하였다. 뿐만 아니라 특정한 상황요인으로 고객의 제품관여도(product involvement)를 제시하여판매원의 고객지향성 행동과 고객의 지각된 고객지향성의 관계를 조절하는 조절변수로 제시하여 검증하였다. 본 연구를 수행하기 위해 수도권에 소재한 백화점의 5개 지점을 대상으로 입점한 매장들의 고객접점 직원들과 이용 고객들을 대상으로 설문조사를 실시하였으며 판매 직원과 고객을 대상으로 판단표본추출방법을 이용한 직접 대면조사를 실시하였다. 특히 판매원들의 직원-브랜드의 관계, 내부 서비스 품질, 직무열의 및 고객지향적 행동을 측정하기 위하여 점포에 근무중인 판매직원들 대상으로 설문을 진행하였으며, 고객의 제품 관여도와 지각된 고객지향성을 측정하기 위하여 접점 직원과 상호작용을 경험한 고객들을 대상으로 설문조사를진행하는 것이 적절하다고 판단하여 면접자들이 직접 현장에서 매장방문 고객들을 대상으로 설문조사에 협조를 요청한 후 이에 응답한 고객들을 대상으로 설문조사를 실시하였다. 이를 바탕으로 얻어진 유효한 188개의자료를 판매 직원으로부터 얻었으며, 376개의 응답을 고객으로부터 확보하였다. 이를 바탕으로 분석한 결과 1) 종업원의 브랜드 관계 및 내부서비스 품질간의 긍정적 상호작용이 직무열의에미치는 효과를 파악하고, 2) 직무열의가 판매원의 고객지향적 행동에 미치는 영향을 검증하였으며, 3) 판매원의고객지향적 행동과 고객의 지각된 고객지향성간의 관계 및 이 관계를 조절하는 고객의 제품관여도의 조절효과를 실증적으로 검증하였다. 이를 바탕으로 판매 직원들의 기업과 고객을 연결시켜주는 경계확장자(boundary spanner)의 역할을 수행한다는 점을 확인하였으며, 판매 직원들을 통해 고객들의 브랜드에 대한 경험이 형성되기 때문에 먼저 판매직원들은 이상적인 브랜드 이미지를 고객들에게 전달하기 이전에 스스로가 내재화를 시켜야 한다는 필요성을 확인할 수 있었다.

The Effect of Salesperson's Guanxi on Sale Performance : A Comparison with Customer Orientation

Lee, Sang-Jin,Song, Shan-Ji,Chang, Woo-Choul,Kim, Kun-Bae The International Promotion Agency of Culture Tech 2021 International Journal of Advanced Culture Technolo Vol.9 No.3

In this research, it was investigated the competence of Korean salesmen in the insurance business(B2C, consumer goods marketing) and information communication industry(B2B, industrial goods marketing) at the individual level rather than the organizational level. The salesperson's Guanxi ability means the salesperson's ability to create, maintain, develop the Guanxi ability. Namely, it was investigated whether the Korean salesman's Guanxi ability is the effective and persuasive concept in explaining the sales performance(company performance, business performance). The purpose of this paper was to verify which variables, among Guanxi ability and customer orientation, better explain the sales performance of salespeople. The Western concept of marketing that is closest to Guanxi is the concept of the customer-orientation that is based on the theory of relationship exchange. Confucian culture in the East is the construct concept, Guanxi is the measurement. The relational exchange theory in the West is the construct concept, customer orientation is the measurement. As the result of the analysis, we found that the Guanxi proved a greater correlation with sales performance than customer orientation. In the information technology industry, there was a big difference compared to insurance industry, whereas Guanxi and customer orientation had a similar level of correlation with sales performance. In the case of the insurance industry, we found that the Guanxi and sales performance were significant but the customer orientation and sales performance were not. This means that sales performance can be accurately and sufficiently explained only by adding the Guanxi ability in addition to customer orientation. The result of analyzing the mediating effect of the Guanxi ability between customer orientation and company performance, customer orientation was significant with Guanxi, and customer orientation and company performance were also significant. But, when the Guanxi was used as the parameter, the Guanxi was significant with company performance, but the customer orientation was not. Even when the dependent variable was business performance, when the Guanxi was used as the parameter, we found that the Guanxi was significant with the business performance, but the customer orientation was not. Namely, it proved Guanxi ability and customer orientation are completely independent concepts. In addition, we found that the information technology industry, unlike the insurance industry, mediated the Guanxi ability between customer orientation and sales performance. We confirmed that in the future, salespeople should not only rely on rational methods to maintain and reinforce customer relationships, but must consider the emotional factors through empathy with customers.

의료서비스에서 고객지향요인이 서비스가치와 고객만족에 미치는 영향

김민호,박창식,서종범,Kim, Min-Ho,Park, Chang-Sik,Seo, Jong-Bum 보건의료산업학회 2008 보건의료산업학회지 Vol.2 No.1

The purpose of this study is to investigate the effects of customer orientation factors in relation to medical services on the values of the service and customer satisfaction and loyalty. Those factors include patient safety and, as found by previous studies, specialization, explanation of what to be medically examined and customer orientation itself. Based on these pervious studies, this study surveyed customers of 7 general hospitals located in Busan to empirically identify relations between customer orientation factors of medical services and the values of the services and customer satisfaction. Results of the study can be summarized as follows. First, this study is very meaningful in that it established a basic theory of patient safety as one of the above customer orientation factors, and tried to empirically demonstrated the theory by applying it to medical services. Second, another of the factors, specialization was found positively affecting the values of medical services, but not affecting customer satisfaction. Customers are likely to choose specialized medical institutions even at higher cost when they undergo an accident or disease. Nevertheless, in factors, whether medical service providers are specialized is not influencing customer satisfaction. This is because medical institutions are failing to properly make recognized their specialization to customers who want to receive specialized medical services. Third, another of customer orientation factors, that is, explanation of what to be medically examined was found not having positive effects on the values of medical services and customer satisfaction. This is probably because enough time was not given for the explanation or because the explanation itself was not provided enough. Fourth, medical service providers' customer orientation was found positively influencing the values of medical services and customer satisfaction. In other words, it seems that customer-centered attitudes and behaviors of medical service providers had positive effects on customers' perception of medical services. Fifth, another of the factors, that is, patient safety was found positively affecting the values of medical services and customer satisfaction. This is probably because medical services' accurate diagnoses and reliable services had positive effects on customers' perception of medical services. Sixth, customers' perceived values of medical services were found having positive effects on customer satisfaction and loyalty. This suggests that the values of medical services are an antecedent variable that directly influences customer satisfaction and loyalty. Seventh, customer satisfaction was found positively affecting customer loyalty. This suggests that customer satisfaction is an antecedent variable of customer loyalty. In conclusion, this study showed that in relation to medical services, customer orientation factors' significant influences on the values of the services and customer satisfaction requires continuous efforts for raising customers' perceived qualities of medical services.

호텔 종사원이 지각하는 고객 불량행동과 고객지향성의 관계에서 고객관계 스트레스의 매개효과

장인환,차길수 관광경영학회 2020 관광경영연구 Vol.94 No.-

This study examined the mediating role of customer relationship stress of hotel employees in the perceived customer badness behavior-customer orientation relationship, 338 employees in Seoul participated in the survey. The test results were as follows: First, among sub-factors of customer badness behavior, physical behavior(lower credibility type) and disruptive type had significant positive effects on customer relationship stress. Second, customer relationship stress was found to have a significant negative effect on customer orientation. Third, in the relationship between physical behavior(lower credibility type) and customer orientation, customer relationship stress appeared to play a part of mediation. The result suggests that physical behavior(lower credibility type) has an indirect effect on customer orientation through customer relationship stress, and a direct effect on customer orientation. However, in the relationship between the destructive type and the customer orientation, the destructive type did not have a significant negative effect on the customer orientation, so the customer relationship stress did not play a role as a parameter. The reason for this is that the damage to the facilities or the taking of the hotel items are caused by the low frequency of occurrence because these are actions that may require monetary compensation.

태권도장 마케팅전략에 따른 고객지향성과 고객애호도, 고객신뢰와의 관계

배영상(Bae, Young-Sang),최환석(Choi, Hwan-Suk),최형민(Choi, Hyung-Min) 한국체육과학회 2011 한국체육과학회지 Vol.20 No.6

This study is to create a research model based on previous studies about marketing strategy and customer orientation, and to analyze the relationship among customer orientation, customer loyalty, and customer confidence according to prevailing marketing strategies of Taekwondo academy. The subject group for the research was 400 parents of students going to Taekwondo academies in Daegu area. 375 questionnaires were collected as valid samples excluding 25 data which was considered to contain untruthful or omitted answers. From the result for the reliability test of measurement instrument, Cronbach’s α was very high between .703 and .928. The validity test was reorganized by factors higher than 1.0 through the research confirmation factor analysis. The multiple regression analysis was used for data analysis. Below is the test results based on the research and data analysis method as above. Firstly, for the effect of marketing strategy on customer orientation, it was found that a product and price in marketing strategy affect the customer orientation. Secondly, for the effect of marketing strategy on customer loyalty, it was found that a promotion and price in marketing strategy affect the customer loyalty. Thirdly, for the effect of marketing strategy on customer confidence, it was found that a product, promotion and customer relationship management affect the customer confidence. Fourthly, for the effect of customer orientation on customer loyalty, it was found that service intention of customer orientation affects the customer loyalty. Fifthly, for the effect of customer orientation on customer confidence, it was found that service attitude, service behavior and service intention affect the customer confidence. In sum, it can be concluded that the marketing strategies of Taekwondo academy affect the customer behavior as it affects customer orientation, customer loyalty, and customer confidence.

금융소비자의 고객지향성이 서비스품질과 고객만족에 미치는 영향에 관한 연구

허훈,김선영 글로벌지식융합학회 2023 지식융합연구 Vol.6 No.2

This study attempted to examine how customer orientation affects service quality and customer satisfaction, respectively, based on recent changes in the financial industry, which is already rapidly changing to customer orientation. Through a review of prior research, a research model was derived to investigate the structural relationship of customer orientation on customer satisfaction through service quality in the financial industry. The empirical analysis was based on the data collected on the main customers of domestic commercial banks, and it was confirmed that customer orientation divided into two dimensions, positive and negative, had an impact on customer satisfaction through service quality (typicality, certainty, empathy, and responsiveness). In particular, in the case of positive customer orientation, it was confirmed that it had a significant effect on all four service quality, and it was empirically confirmed that negative customer orientation had an effect on confidence and responsiveness. In addition, it was confirmed that empathy and responsiveness among financial service quality based on customer orientation are variables that finally have a significant impact on customer satisfaction. Based on the results of this analysis, this study confirmed that customer orientation in the financial sector is an important factor influencing service quality and customer satisfaction, and based on this, empirical and strategic implications for financial companies to secure a continuous and long-term competitive advantage were proposed.