서비스 품질 및 관계의 질이 고객충성도에 미치는 영향에 관한 연구 : 은행의 VIP 고객을 중심으로 = A Study on the Effects of Service Quality and Relationship Quality on Customer Loyalty : Focused on the VIP Customer of Banks

다국어 초록 (Multilingual Abstract)

The purpose of this study was to analyze the effects of customer-perceived banking service quality on relationship performance (customer loyalty) by agency of such relational factors as relational quality and customer satisfaction. Specifically, this study aimed to analyze how customer-perceived service quality affect the relationship formed between customers and bank.
In order to analyze the effects of banking service quality on the relational performance between bank and customers, the researcher reviewed relevant theories and thereupon, set a research model and hypotheses, and in order to test the hypotheses, the researcher conducted reliability and factor analyses and thereby, tested validity and reliability of the measurements, and then, empirically tested the hypotheses by using the regression analysis.
As a result of testing the hypotheses, it was found that the most significant factors of the banking service quality affecting their customer relationship was tangibility, followed by confidence and responsiveness in their order, but that such factors as trustworthiness and accessibility were not significant. On the other hand, the most influential factor affecting customer satisfaction was tangibility, followed by confidence, accessibility and responsiveness, but the factor trustworthiness was found not influential. And the relational quality was found to have a significant effect on intention of return and recommendation, while customer satisfaction affected intention of return and recommendation significantly.
Based on the above findings, the following suggestions were put forwards;
First of all, in order to improve the relational quality and motivate customers to return to their services through longer-term transactions, our banks need to stage the activities first to enhance customer satisfaction and loyalty.
Second, assuming that in the relationship between bank and its VIP customers, such relational factors as relational quality and customer satisfaction affect customer loyalty, it is deemed essential to manage the VIP customers in a systematic way.
Third, it is deemed required of our banks to try a prestige marketing when the CRM technique is established.
Lastly, it is said that a good management is a 'customer-helping business'. A good enterprise helps its customers well. It is quite natural that customers like an enterprise who helps them well. The fundamental way to enhance customer loyalty is to help them well, which may be interpreted into the services desired by customers and moving them from a perspective of services.

목차 (Table of Contents)

• 제1장 서론 = 1
• 제1절 연구의 배경 및 목적 = 1
• 제2절 연구의 방법 = 3
• 제3절 연구의 구성 = 4
• 제2장 이론적 고찰 = 5
• 제1절 금융마케팅의 흐름 및 필요성 = 5
• 1. 금융마케팅의 흐름 = 5
• 2. 금융마케팅의 최근 동향 = 7
• 제2절 VIP 마케팅 = 9
• 1. VIP에 대한 정의 및 분류 = 9
• 2. VIP마케팅 정의 및 특징 = 12
• 3. VIP 마케팅 발전단계 = 15
• 4. 국내 금융업의 VIP마케팅 현황 = 17
• 제3절 은행의 서비스 품질, 관계의 질, 고객충성도와의 관계 = 22
• 1. 서비스품질 = 22
• 2. 관계의 질 = 31
• 3. 고객충성도 = 36
• 제3장 연구의 설계 = 39
• 제1절 연구모형 및 연구가설의 설정 = 39
• 1. 연구모형의 설계 = 39
• 2. 연구가설의 설정 = 40
• 3. 변수의 조작적 정의와 측정 = 40
• 제2절 연구의 설계 = 42
• 1. 조사대상 및 연구절차 = 42
• 2. 설문지의 구성 = 43
• 3. 분석방법 = 44
• 제4장 실증적 분석 = 45
• 제1절 신뢰성 및 타당성 분석 = 45
• 1. 신뢰성 분석 = 45
• 2. 타당성 분석 = 46
• 제2절 조사대상자의 특성 = 48
• 제3절 가설의 검증 및 결과 = 49
• 1. 서비스품질 = 49
• 2. 만족도와 재이용의도 및 추천의도 = 49
• 3. 가설 1의 검증 = 50
• 4. 가설 2의 검증 = 51
• 5. 가설 3의 검증 = 52
• 6. 가설 4의 검증 = 54
• 제4절 인구통계학적 특성에 따른 요인별 차이 = 55
• 1. 인구통계학적 특성에 따른 서비스품질 인식 차이 = 55
• 2. 인구통계학적 특성에 따른 관계의 질 차이 = 56
• 3. 인구통계학적 특성에 따른 고객만족도 차이 = 57
• 4. 인구통계학적 특성에 따른 고객충성도 차이 = 59
• 제5장 결론 = 61
• 제1절 연구의 결과 및 요약 = 61
• 제2절 연구의 시사점 및 제언 = 63
• 제3절 연구의 한계점과 연구방향 = 65
• 참고문헌 = 67
• 설문지 = 72
• ABSTRACT = 76