은행서비스가 고객만족에 미치는 영향 : 서비스제공자와 고객간의 관계의 질을 중심으로 = (The) Influence of banking service on customers satisfaction : Especially on the quality of relationship between service suplier and customers

다국어 초록 (Multilingual Abstract)

Recently, the environment of financial industry has drastically changed day after day, the relief fund was induced from IMF in Dec., 1997 due to the agreement of Uruguay convention and deepening of economic slump, accordingly financial industry progresses radically. In such change, customer satisfaction-intended marketing strategy has emerged as a method of business renovation which can prevent the existing customers from leaving, secure regular customers and through their repurchase intent and oral transmitting effect, the financial field can overcome this crisis with low expenses. The purpose of this study is to strengthen customer-intended marketing activities of the financial field by identifying the relationship between service supplier and customer for the promotion of customer-intended marketing strategy in the financial field and the factor forming its quality, and examining the influence of the quality of this relationship on customer satisfaction and intent of repurchase.
In the introductory part of this study, backgroumd, purpose, and composition of study is described and in the part of theoretical background, I examined the concept, theory, composing factor, and necessity of customer satisfaction, function of service and index of customer satisfaction, current state of business promotion for customer satisfaction at city banks of Korea, marketing for relationship, factor determining the quality of relationship, forming factor and variable depending results of relationship quality etc. In sddition, I set assumptions based on theoretical background and validate them through analysis of actual proof, finally in the conclusion part, I presented the result, limit, and direction for the future of study.
For this study, the following 5 hypotheses are established.
Firstly, the sales activities with relationship by service supplier will have positive influence on the quality of relationship. Secondly, the professional knowledge of service supplier will have positive influence on the quality of relationship. Thirdly, the quality of relationship between service supplier and customer will have positive influence on intention of repurchase of customer. Fourthly, the quality of relationship between service supplier and customer will have positive influence on forming of overall satisfaction. Thirdly, the overall satisfaction will have positive influence on the intention of repurchase of customer.
The result analyzing positively through question proved that relational sales activities and professional knowledge could proved customer with overall satisfaction, and they had positive effect on the repurchase. Through this result, I could find out that relational sales activities and professional knowledge provided by service supplier were very important variables influencing on the overall satisfaction of custome as attribute of products and enterprise factor etc.
In the rapidly-changing financial environment, the competition between banks has been severe more and more, but it is difficult to secure discriminate attribute of products or superiority in technical aspect between banks. I have come to the conclusion that in this competitive situation, to realize the enterprise aim with low expenses, the financial field has to satisfy the diversified demand of customers, maintain good relationship with customers continually and provide customer-intended service. And I think it needs the fractionalized study on the difference of satisfaction level will be performed in the future, together with survey for the satisfaction level in the both aspects of customer and service supplier, since this two satisfaction level may change.

목차 (Table of Contents)

• 목차 = Ⅰ
• 제1장 서론 = 1
• 제1절 연구의 배경 및 목적 = 1
• 제2절 연구의 방법 = 3
• 제3절 연구의 구성 = 4
• 제2장 이론적 배경 = 5
• 제1절 고객만족의 이론적 고찰 = 5
• 1. 고객만족개념 = 5
• 2. 고객만족 이론 = 7
• 3. 고객만족의 구성요소 = 14
• 제2절 은행에 있어서의 고객만족경영 = 14
• 1. 은행의 고객만족경영의 필요성 = 14
• 2. 서비스의 기능과 고객만족 = 16
• 3. 은행서비스와 고객만족지수 = 19
• 4. 우리나라 시중은행의 고객만족경영 추진실태 = 21
• 제3절 관계의 질에 관한 이론적 고찰 = 26
• 1. 관계마케팅 = 26
• 2. 관계의 질에 영향을 미치는 변수 = 35
• 제3장 실증적 연구 = 45
• 제1절 연구모형 및 가설설정 = 45
• 1. 연구모형 = 45
• 2. 가설설정 = 46
• 제2절 설문지의 설계와 구성 = 50
• 1. 설문지의 설계 = 50
• 2. 설문지의 구성 = 51
• 제3절 자료의 수집 및 분석방법 = 52
• 1. 자료 수집 = 52
• 2. 자료의 분석방법 = 52
• 제4절 조사결과의 분석 및 가설검증 = 53
• 1. 조사대상자들의 일반적 특성 = 53
• 2. 측정도구의 신뢰성 검증 = 57
• 3. 가설검증 = 59
• 제4장 결론 = 69
• 제1절 연구결과 및 의의 = 69
• 제2절 연구의 한계점 및 향후 연구 방향 = 70
• 참고문헌 = 72
• ABSTRACT = 75
• 설문지 = 79