은행고객의 금융민감도를 반영한 서비스품질-고객만족-고객충성도 구조에 관한 연구 = A Study on the Framework of Service Quality-Customer Satisfaction-Customer Loyalty reflecting Financial Sensitivity of Customers in Commercial Banks

다국어 초록 (Multilingual Abstract)

Recently, the environment of the Korean financial industry has been growing more competitive and is set to become more fierce if a capital market unification law goes into effect on Feb. 4, 2009. In this scenario, introducing a model with which we can analyse the service quality-customer satisfaction-customer loyalty framework more precisely would contribute to strengthening the competitiveness of commercial banks by providing valuable information for establishing strategies to obtain and hold customers.
The purpose of this study is to develop a model which adds financial sensitivity (sensitivity to interest rate levels and interest rate volatility) and interest rate constructs to the service quality-customer satisfaction-customer loyalty research framework in the domain of Korean domestic commercial banks, which have not been thoroughly investigated in past studies. Data were gathered from 304 respondents (202 males and 102 females) who live in or near Seoul, of whom 93.5% graduated from university or graduate school. This study proposed 9 hypotheses about 5 latent variables, namely, financial sensitivity, technical service quality, functional service quality, customer satisfaction and customer loyalty. This study empirically tested the effects of financial sensitivity on functional/technical service quality, the mutual effects of functional service quality and technical service quality, and the effects of functional/technical service quality on both customer satisfaction and customer loyalty through structural equation modeling. In particular, this study tried to elaborate the analysis of the service quality-customer satisfaction-customer loyalty framework by including the variables of interest rate and service fees which are significant considerations in financial transaction decision making.
This study found some important implications for the commercial banks from empirical analysis. First, financial sensitivity has significantly negative influence on both technical and functional service quality. Therefore, the more sensitive a bank customer is to the interest rate level and interest rate risk, the more they negatively assess the functional/technical service quality of banks. Second, even though the functional service quality significantly influences the technical service quality when the bank customer evaluates technical service quality, the technical service quality does not influence the assessment of functional service quality when the customer evaluates the functional service quality. Third, both functional and technical service quality has a significantly positive influence on customer satisfaction and customer loyalty; however, customer satisfaction has a significantly negative influence on customer loyalty, which is an opposite result compared to previous studies. Therefore, this study analyzed three possible reasons based on the literature. One of the possible reasons is that the loyalty of bank customers may be spurious in nature. Another explanation was explored using cognitive dissonance theory. The final explanation is related to customers' increasing service quality related knowledge.
The core message of this study can be summarized into two points. One is that this study is new in proposing the inclusion of the financial sensitivity construct in the service quality-customer satisfaction-customer loyalty research framework in the domain of commercial banks. Another is that this study included price variables like as interest rate and service fee to the service quality, customer satisfaction and customer loyalty constructs. This feature differentiates this study from previous works which only analysed the function-specific service quality in the service quality-customer satisfaction-customer loyalty research framework. Therefore, this study enhanced the suitability of the service quality-customer satisfaction -customer loyalty research framework to the field and proposes new research direction of considering price variables within the framework.
Finally, implications and limitations of this study were suggested, for example, the homogeneity of the sample in location and education may limit the generality of the results, and evaluations may depend on the type of financial products. Also, future research directions based on this limitations were proposed.

국문 초록 (Abstract)

최근 들어 우리나라 금융산업의 경쟁 상황은 날로 치열해지는 양상을 보이고 있고, 2009년 2월 4일 자본시장통합법이 시행될 경우에는 이 같은 현상이 더욱 가속화될 것으로 보인다. 이러한 상황에서 서비스품질-고객만족-고객충성도 구조를 보다 정확하게 분석할 수 있는 모델의 제시는 고객기반의 확대와 고객유지를 위한 마케팅 전략의 수립에 더욱 유용한 정보를 제공함으로써 국내은행의 경쟁력을 제고시키는 데 기여하게 될 것이다.
이에 본 연구에서는 국내은행을 중심으로 고객들이 많은 관심을 갖고 있으나 그간의 고객만족 연구에서 제대로 다뤄지지 않았던 금융민감도(금리 민감도 및 금리변동성 민감도)와 이자율 개념을 서비스품질-고객만족-고객충성도 구조에 추가시킨 모델을 제시하였다. 모델을 구성하는 금융민감도, 기술적품질, 기능적품질, 고객만족, 고객충성도의 5개 구성개념(constructs) 사이의 관계에 대한 9개의 연구가설을 제시하고, 실증분석을 위해 서울 및 수도권에 거주하고 고졸 학력 이상의 남녀 304명을 대상으로 자료를 수집하였다. 수집된 자료는 구조방정식모델 분석용 통계패키지 AMOS 4.0과 경영통계 분석용 통계패키지 SPSS 12.0을 이용하여 분석하였다.
실증분석을 통해 국내은행의 마케팅전략 수행에 있어 다음과 같이 의미 있는 결과들을 도출하였다.
첫째, 은행고객의 금융민감도는 기술적품질과 기능적품질 각각에 통계적으로 유의한 영향을 미치고 있으며 특히 부(-)의 영향을 미치는 것으로 나타났다.
둘째, 은행고객이 기술적품질을 평가할 경우 기능적품질이 유의한 정(+)의 영향을 미치고 있는 반면 기능적품질을 평가할 경우에는 기술적품질이 유의하게 영향을 미치지 못하는 것으로 나타났다.
셋째, 기능적품질과 기술적품질은 기존 연구결과들과 같이 고객만족과 고객충성도에 각각 높은 설명력으로 정(+)의 영향을 미치는 것으로 나타났다. 하지만 은행고객의 만족도가 고객충성도에 미치는 영향은 기존 연구들과 달리 부(-)의 영향을 미치는 것으로 나타났다. 이와 같이 부(-)의 영향이 나타나는 것에 대해 기존 문헌들을 토대로 3가지 가능한 원인들을 제시하였다. 첫째 원인은, 은행고객의 충성도가 거짓 충성도(spurious loyalty)일 가능성이다. 둘째 원인은, 은행거래에 따른 불만족스런 경험들이 인지부조화를 일으켜 고객충성도에 부정적인 영향을 미칠 수 있다는 것이다. 마지막 원인은, 은행의 기능적품질에 만족하는 고객의 서비스관련 지식이 늘어나면서 상대적으로 불리하다고 느끼는 이자율과 수수료부담 등이 고객충성도에 부(-)의 영향을 미치는 것이다.
본 연구의 의의는 크게 2가지이다. 첫째는, 은행고객의 서비스품질-고객만족-고객충성도 분석구조에 처음으로 금융민감도 개념을 도입하여 금융민감도-서비스품질-고객만족-고객충성도와 같은 새로운 관점의 연구모델을 제시한 것이다. 둘째는, 금융거래 의사결정에 있어 중요한 고려사항이 되고 있는 이자율과 서비스수수료와 같은 가격 변수들을 서비스품질, 고객만족과 고객충성도 각각의 측정항목으로 반영시켜 연구한 것이다. 이는 이전의 연구들이 기능적 서비스품질 속성의 측정항목만으로 분석한 것과는 크게 차별화되는 것이며, 은행고객에 대한 서비스품질-고객만족-고객충성도 구조 분석의 현실 적합성을 제고시킨 새로운 연구방향을 제시한 것이다.
본 연구는 복잡한 은행거래를 연구대상으로 함에 따라 연구의 원활한 수행을 위해 일정 소득과 학력 이상의 서울 및 수도권 거주자를 조사대상으로 하였으므로 은행고객 전체로 일반화하기 어렵다는 한계가 있다. 아울러 기술적품질의 측정항목으로 예금이자율 수준과 대출이자율 수준에 대한 고객의 전반적인 평가를 이용하였으므로 측정항목을 특정 예금 및 대출 상품을 대상으로 할 경우에는 상이한 결과가 나타날 수 있다는 한계 등을 지니고 있다.

목차 (Table of Contents)

• Ⅰ. 서론 = 1
• 1. 문제의 제기 및 연구 목적 = 1
• 2. 연구 방법 = 9
• 3. 연구의 구성체계 = 10
• Ⅱ. 문헌 연구 = 13
• 1. 금융민감도와 이자율 = 13
• 1) 금융민감도 = 13
• 2) 이자율 = 14
• 2. 서비스 및 서비스품질 = 17
• 1) 서비스 = 17
• (1) 서비스의 정의 = 17
• (2) 서비스의 특질 = 19
• 2) 서비스품질 = 21
• (1) 서비스품질의 정의 = 21
• (2) 서비스품질에 대한 접근방법 = 25
• (3) 서비스품질의 다차원성에 대한 연구 = 28
• ① Gro¨nroos의 2개 차원 모델 = 28
• ② Parasuraman 등의 10개 차원 및 5개 차원 모델 = 30
• ③ Rust와 Oliver의 3개 차원 모델 = 32
• ④ Dabholkar 등 Multi-level 모델 = 33
• ⑤ 최근 연구의 특징 = 34
• (4) 서비스품질의 측정방법 = 36
• ① SERVQUAL 모델에 의한 측정방법 = 37
• 가. 기대된 서비스(expectedservice) = 37
• 나. 지각된 서비스(perceivedquality) = 41
• 다. SERVQUAL 모델의 측정방법 = 44
• ② 가중평균 SERVQUAL 모델에 의한 측정방법 = 46
• ③ SERVPERF 모델에 의한 측정방법 = 47
• 3. 고객만족 = 49
• 1) 고객만족의 정의 = 49
• 2) 연구의 흐름 = 55
• 3) 고객만족과 서비스품질 = 58
• 4. 고객충성도 = 62
• 1) 고객충성도의 정의 = 62
• 2) 고객충성도의 분류 = 65
• 3) 고객충성도의 유용성 = 72
• 4) 고객만족과 고객충성도 = 74
• (1) 고객만족과 고객충성도의 관계 = 74
• (2) 고객만족과 고객충성도 관계의 분류 = 76
• 5. 서비스품질, 고객만족 및 고객충성도 사이의 관계 = 79
• Ⅲ. 연구모델 및 가설 = 86
• 1. 연구모델의 설정 = 86
• 2. 연구가설 = 87
• 1) 금융민감도와 서비스품질 = 87
• 2) 서비스품질과 고객만족 및 고객충성도 = 89
• 3) 기술적품질과 기능적품질 = 90
• 4) 고객만족과 고객충성도 = 91
• 3. 변수의 조작적 정의 = 92
• 4. 표본 및 자료의 수집 = 95
• 5. 자료분석 절차 = 97
• Ⅳ. 실증분석 결과 = 98
• 1. 적합도 및 신뢰성 검증 = 98
• 2. 타당성 검증 = 101
• 1) 집중타당성 = 101
• 2) 판별타당성 = 102
• 3. 연구가설의 검정 = 103
• 1) 연구모델의 적합도 = 103
• 2) 가설검정 결과 = 104
• (1) 금융민감도와 서비스품질 = 104
• (2) 서비스품질과 고객만족 = 105
• (3) 서비스품질과 고객충성도 = 105
• (4) 기술적품질과 기능적품질 = 106
• (5) 고객만족과 고객충성도 = 107
• 4. 가설검정 결과의 요약 및 해석 = 108
• 1) 가설검정 결과의 요약 = 108
• 2) 가설검정 결과의 해석 = 109
• Ⅴ. 결론 = 120
• 1. 연구결과 요약 및 시사점 = 120
• 2. 한계점 및 향후 연구방향 = 125
• 참고문헌 = 127
• 부록 설문서 = 148
• Abstract = 156

참고문헌 (Reference)

1. Out of crisis, Derning, , 1982

2. 은행마케팅, 이상환, 三英社, , 1996

3. Reaching the Top, Neil Raphel, Raphel, , 1995

4. 소비자 행동, 한의영, 소비자행동, , 1987

5. Liquidity Drought, Cline, , 2001

6. Service marketing, Zeithmal V.A, , 1997

7. The Loyalty effect, Reichheld, , 1996

8. 서비스마케팅, 이유재, 학현사, 서비스마케팅, , 2013

9. 신위험관리론, 정대영, , 2005

10. 자산운용실무, 한국금융연수원, , 2006

11. Psychometric Theory, Pummer, Psychometric Theory, , 2000

12. 마케팅 관리론, 함봉진, 형설, , 2014

13. 소비자 행동론, 임종원, , 2006

14. Up the Loyalty Ladder, Neil Raphel, Raphel, , 1995

15. 마케팅 원론 3판, 하영원, 안광호, 박흥수, , 2004

16. Pricing with Precision, Spitler, Phil Vaccaro, , 2002

17. Principles of marketing, Kotler, Philip, Prentice Hall, , 1989

18. Loyalty-Based Management, Reichheld, , 1993

19. Psychology and Economics, Rabin, , 1998

20. The Service-Profit Chain, L.A.Schlesinger, W.E.Sasser Jr, Hesktt, , 1997

21. Whence Consumer Loyalty?, Richard L.Oliver, , 1999

22. Service Quality Measurement, Koenig, McAlexander, Kaldenburg, , 1994

23. Understanding Your Customer, D.R.Brandt, Prus, , 1995

24. The Theory of Buyer Behavior, Sheth, Jagdish N, The Theory of Buyer Behavior, , 1969

25. 사회과학 조사방법론, 채서일, 法文社, 사회과학 조사방법론, , 1990

26. Quality comes inservices, too, Zeithaml, Parasuraman, Berry, "Quality Comes in Services, , 1985

27. Defining consumer satisfaction, Gies, Cote, Defining Consumer Satisfaction, , 2000

28. Service Marketing is Different, Berry L.L, Service Marketing is Different, , 1980

29. The Construction of Preference, Slovic, , 1995

30. Why Satisfied Customers Defect, Jones,T.O., Why Satisfied Customers Defect, , 1995

31. The Social psychology of groups, Thibaut, John W, Wiley, , 1959

32. 가계주택금융 수요조사, 한국주택금융공사, , 2005

33. Brand Loyalty-Factor or Fiction?, Brown, , 1952

34. 고객만족 개념의 재정립, 조형지, 박명호, 한국마케팅학회, "한국마케팅저널, , 1999

35. 알기쉬운 경제지표 해설, 한국은행, 알기 쉬운 경제지표 해설, , 2010

36. A Satisfied Customer Isn't Enough, Stewart, , 1997

37. Service Management and Marketing:, Gronross, , 2000

38. 저금리 시대의 은행 경영, 예금보호공사, , 2003

39. TheEvolution of Loyalty Intentions, Frank Huber, Johnson, Andreas Herrmann, , 2006

40. 서비스품질과 서비스가치, 김영(Young Kim), 이학식(Hak Sik Lee), 한국마케팅학회, "한국마케팅저널, , 1999

41. An Applied Service Marketing Theory, Gronroos, , 1982

42. New Competitors in Banking Services, Gonz?lez, Mario Mart?nez Guerrero, , 2004

43. Amos에 의한 공분산구조분석, 노형진, 한올출판사, , 2008

44. Breaking Free From Product Marketing, Shostack, Breaking Free from Product Marketing, , 1977

45. Whatdoes ProductQuality Really Mean?, Gavin, , 1994

46. Measuring and assessing organizations, Van de Ven, Andrew H, Wiley, , 1980

47. AMOS 7에 의한 구조방정식모델링, 배병렬, Amos7에 의한 구조방정식 모델링, , 2007

48. Investment Risk: The Experts' Perspective, Olsen, , 1997

49. Pricing Policy and College Choice Process, Chapman, , 1979

50. Pricing and Welfare in Health Plan Choice, J.D.Levin, Bundorf, N.Mahoney, , 2008

51. Zero Defection: Quality Comes to Services, W.E.Sasser, Reichheld, , 1990

52. A Critical Review of Customer Satisfaction, 이유재, , 1990

53. A Marketing approach to Customer Retention, Czepiel, Rosengerg, , 1984

54. A Two-Dimensional Concept of Brand Loyalty, Day, , 1969

55. Brand loyalty : measurement and management, Jacoby, Jacob, Wiley, Brand Loyalty: Measurement and Management, , 1978

56. Duality in consumer post-purchase attitude, Geva, Goldman, , 1990

57. CS(D-Overview and Future Research Direction, Hunt, , 1977

58. Exploring the Concept of Loyalty in Service, Czepiel, , 1987

59. SERVQUAL : Review, Critique, ResearchAgenda, Buttle Francis, "SERVQUAL: Review, , 1996

60. An Empirical Assessment of theSERVQUAL Scale, Babakus, An Empirical Assessment of the SERVQUAL Scale, , 1992

61. Brand loyalty vs. repeat purchasing behavior, Jacody, , 1973

62. Towards a Positive Theory of Customer Choice, Thaler, , 1980

63. Two Approaches to Service Quality Dimensions, J.R.Lethinen, Lethinen, , 1991

64. Consumer Behavior & Marketing Action, 4th eds, Assael, Consumer Behavior & Marketing Action4th Eds, , 1992

65. Relationship Marketing: The StrategyContinuum, Gr?nroos, Relationship Marketing: The Strategy Continuum, , 1995

66. Service Quality Attributes andChoice Behavior, Arthur W.Allaway, Richard, Service Quality Attributes and Choice Behavior, , 1993

67. Measuring architectural design service quality, Baker, Lamb Jr, , 1993

68. Service Quality : AStudy of Quality Dimensions, Lethinen, Jarmo R.Lethinen, , 1982

69. The Behavioral Consequences of Service Quality, Zeithmal, Berry, Parasuraman, , 1996

70. 고객만족 연구에 관한 종합적 고찰, 이유재, 한국소비자학회, "소비자학연구, , 2000

71. A Gap Analysis of Professional Service Quality), Stephen W.Brown, Tereas A.Swartz, , 1989

72. A Service Quality and Its Marketing Implications, Gronroos, , 1984

73. Beyond Customer Satisfaction to Customer Loyalty, Bhote, , 1996

74. Customer behavior : consumer behavior and beyond, Sheth, Jagdish N, Dryden Press, Customer Behavior: Consumer Behavior and Beyond, , 1999

75. ProspectTheory :An Analysis ofDecision UnderRisk, Kahn eman, Tversky, Prospect Theory: An Analysis of Decision under Risk, , 1979

76. Refinement and reassessment of the servqual scale, 임성규, Refinement and Re-assessment of the SERVQUAL Scale, , 1991

77. Building a Competitive Advantage for Service Firms, Kenneth, , 1993

78. Correlates of Brand Loyalty: Some Positive Results, Carman, , 1970

79. Judgment under uncertainty : heuristics and biases, Kahneman, Daniel, Cambridge University Press, Judgment under Uncertainty: Heuristics and Biases, , 1982

80. Measuring Customer Satisfaction: Fact and Artifact, W.Wilson, Peterson, , 1992

81. 고객만족의 정의 및 측정에 관한 연구, 이유재( You Jae Yi ), 이유재, , 1994

82. How do Consumers Evaluate Risk in FinancialProducts, Byrne, , 2005

83. Satisfaction:a BehavioralPerspective on theConsumer, Richard, Satisfaction: a Behavioral Perspective on the Consumer, , 1997

84. Sources of Consumer Satisfaction with RetailOutlets, Westbrook, Sources of Consumer Satisfaction with Retail Outlets, , 1981

85. ConsumerSatisfaction:Toward an Integrative Framework, L.J .Rosenberg, John A.Czepiel, , 1976

86. Contingency Approach to Strategies for Service Firms, Lee, , 1989

87. Increasing Brand Loyalty in the Hospitality Industry, TePeci,M., , 1999

88. Modeling the Impact of SQ of Profitability: A Review, Zahorik A, R.Rust, , 1992

89. Prospect Theory in the Wild: Evidence from the field, Camerer, , 2000

90. Does Customer Knowledge Affect How Loyalty Is Formed?, Chiou, , 2002

91. The Antecedents of Consumer Loyalty in Retail Banking, Lewis, M.Soureli, , 2006

92. 서비스 충성도의 결정 요인에 관한 연구, 이문규, 한국마케팅학회, "마케팅연구, , 1999

93. The Impact of Perceived Value on Consumer Satisfaction, Olshavsky, Spreng, Dixon, , 1993

94. Models of consumer satisfaction formation: An extension, Wilton, Tse, , 1988

95. SERVQUAL revisited: A CriticalReview of Service Quality, Swan, Patrik, , 1996

96. SERVQUAL 을 이용한 행정서비스의 품질 측정, 김정희, 허정옥, 한국마케팅관리학회, , 2000

97. Store Loyalty: Characteristics of Shopper and Switchers, Paul, Enis, , 1968

98. The Trade-Off between Competition and Adverse Selection, Sarah J.Reber, Culter, , 2008

99. Analyzing theCommitment-Loyalty Link in Service Contexts, Howard, Pritchard, , 1999

100. Measuring service quality: A reexamination and extension, Cronin,J. Joseph, Cronin, J. J. Jr., Cronin, J. J., Cronin Jr. J. J., , 1992

101. Relation of consumer's buying habits to marketingmethods, Copeland.M.T, , 1923

102. The AMA Handbook of Marketing for the Service Industries, Congram, Margaret L.Friedman, , 1991

103. Switching Costs, Price Sensitivity and Health Plan Choice, Thomas C.Buchmueller, Paul J.Feldstein, Strombom, "Switching Costs, , 2002

104. Customer Satisfaction, Customer Retention, andMarket Share, Rust, Zahorik, "Customer Satisfaction, , 1993

105. Internal and External Factors Which AffectCustomer Loyalty, Duffy, Internal and External Factors Which Affect Customer Loyalty, , 2003

106. Customer Loyalty: Toward an Integrated Conceptual Framework, Dick,A.S., Customer Loyalty: Toward an Integrated Conceptual Framework, , 1994

107. Research Note: Improving the Measurement of Service Quality, G.A.Churchill, J.P.Peter, Brown, , 1993

108. Caution in the use of difference scores in consumer research, Brown, Peter, , 1993

109. Measuring service quality: An empirical analysis in Hong Kong, Lam, , 1995

110. Security Prices, Risk, and Maximal Gains from Diversification, Lintner, "Security Prices, , 1965

111. The Nature of Satisfaction : An UpdatedExaminationandAnalysis, Barry, Mitch Griffin, The Nature of Satisfaction: An Updated Examination and Analysis, , 1998

112. UnderstandingServiceCustomers:TheValueofHardandSoftAttributes, Driver, R.Johnston, Understanding Service Customers: The Value of Hard and Soft Attributes, , 2001

113. 금융기관 서비스품질과 고객만족에 관한 연구, 최동오, 임용택, 한국산업경제학회, "산업경제연구, , 2007

114. Satisfaction Related to Predictive Versus Desired Expectations, Swan, Fredrick J.Trawick, , 1979

115. An Investigation into the Determinants of Consumer Satisfaction, Churchill, , 1982

116. Customer Satisfaction - Where Are We Going? Where Have We Been?, Carsky, , 1993

117. The nature and Determinants of Customer Expectations of Service, Parasuraman, Berry, Zeithml, , 1993

118. Service quality perspectives and satisfaction in private banking, R.D.Winsor, M.Manolis, Lessar, Service Quality Perspectives and Satisfaction in Private Banking, , 2000

119. 우체국 금융의 고객 성향 분석을 통한 발전 방향, 박재석, , 2001

120. 은행경영위험과 예금보험요율 설정에 관한 연구, 최문수, 한국재무관리학회, "재무관리연구, , 1997

121. A Catastrophe Model for Developing Service SatisfactionStrategies, Ian C.MacMillan, Oliver, A Catastrophe Model for Developing Service Satisfaction Strategies, , 1992

122. An Investigation into Switching Process in Retail Banking Service, Colgate, , 2001

123. Communication and ControlProcessesin TheDelivery ofServiceQuality, Zeithaml, Parasuraman, , 1988

124. How Customer Evaluation Process Differ Between Goods and Services, Zeithaml, , 1981

125. Retail relationships and store loyalty: a multi-level perspective, Lockshin, Macintoshi, Retail Relationships and Store Loyalty: A Multi-level Perspective, , 1997

126. The Formation and Use of Expectations in Consumer Decision Making, van Raaij, , 1991

127. The Impact of Health Plan Report Cards on Managed Care Enrollment, Scanlon, Gary Solon, Michael Chernew, , 2002

128. A national customer satisfaction barometer:The Swedish experience., Fornell,C., , 1992

129. An Exploratory Study of a Multi-expectation Framework for Services, Walker, , 2001

130. Customer Satisfaction and Service Quality in UK Financial Services, Maddern, P.Baker, , 2007

131. Determining and Assessing the Determinants of e-Service Operations, J.Antony, Surjadjaja, , 2003

132. The Relationship between Customer Loyaltyand Customer Satisfaction, Bowen, S.L.Chen, The Relationship between Customer Loyalty and Customer Satisfaction, , 2001

133. Linking ServiceQuality,CustomerSatisfaction and BehavioralIntention, Wooside, Robert T.D, Lisa L.F, "Linking Service Quality, , 1989

134. Selected Determinants of Customer Satisfactionand Complaint Reports, J.E.Teel, Bearden, Selected Determinants of Customer Satisfaction and Complaint Reports, , 1983

135. The antecedents and consequences of customer satisfaction for firms, Sullivan, M.W., Anderson, E, W., , 1993

136. Measuring Service Quality of Banks: Scale Development and Validation, Ugur Yavas, Karatepe, O. M., Karatepe, , 2005

137. 한국 보험산업의 서비스품질 결정요인에 관한 연구, 유한주, 이정우, 한국품질경영학회, "품질경영학회지, , 2003

138. An Experimental Study of Consumer Effort,Expectation and Satisfaction, Cardozo, "An Experimental Study of Consumer Effort, , 1965

139. Modeling Customer Satisfaction Processes Using Experience-Based Norms, Woodruff, Jenkins, , 1983

140. The Role of Situationally Produced Expectations, and Prior Experience, N.Peat, Latour, "The Role of Situationally Produced Expectations, , 1980

141. How Consumers See You: Results of a Nationwide Study Conducted for ABA, Coopers, Lybrand Consulting, , 1995

142. Service Quality: Insights and Managerial Implications from the Frontier, R.L.Oliver, Rust, R. T., , 1994

143. The American Consumer Satisfaction Index: Nature, Purpose, and Findings, Fornell, Barbara Everitt Bryant, "The American Consumer Satisfaction Index: Nature, , 1996

144. A Multistage Model ofCustomers' Assessments of Service Quality and Value, R.N.Bolton, , 1991

145. A Revised View of Service Quality Dimensions; An Empirical Investigation, McDougall, , 1994

146. Market Structure, Consumer Banking, and Optimal Level of Service Quality, P.Nandakumar, Jackson Ⅲ, "Market Structure, , 2003

147. A Comparison of Current Models of Consumer Satisfaction / Dissatisfaction, Leavitt, Sunil, , 1992

148. Expectations, Performance Evaluation, and Consumers'Perception of Quality, Teas, "Expectations, , 1993

149. Price Sensitivity as an Indicator of Customer defection in Retail Banking, Santonen, , 2007

150. Return on Quality(ROQ): Marketing Service Quality Financially Accountable, Rust, R. T., , 1995

151. Customer Satisfaction: Contrasting Academic and Consumer's Interpretations, Paker, , 2001

152. ExploringPerceptions of Hospital Operations by a Modified SERVQUALApproach, Riedenbach, Exploring Perceptions of Hospital Operations by a Modified SERVQUAL Approach, , 1990

153. Service Quality: The Front-stage Perspective vs the Back-stage Perspective, Mangold, E.Babakus, , 1991

154. Strategic Management and Marketing in the Service Sector(report no 83-104), Gronroos, , 1983

155. Testing Comparison Level and Predictive Expectation Models of Satisfaction, Swan, Warrren S.Martin, , 1981

156. Relationship Marketing of Services - Growing Interest, Emerging Prospective, Berry, "Relationship Marketing of Services - Growing Interest, , 1995

157. The Effect of Brand and Price Information on Subjective Product Evaluations, William B.Dodds, Kent B.Monroe, , 1985

158. Capital Asset Prices: A Theory of Market Equilibrium underConditions of Risk, Sharpe, , 1964

159. Customer Satisfaction, Market Share, and Profitability: Findings From Sweden, Eugene W.Anderson, "Customer satisfaction, , 1994

160. Delivering quality service : balancing customer perceptions and expectations, Zeithaml Valarie A, Free Press, , 1990

161. Performance-Only Measurement of Service Quality: A Replication and Extension, Richard R.B, Cronin, Michael, , 2002

162. A Conceptual Model of Service Qualityand Its Implications for Future Research, L.L.Berry, Zeithaml V, A Conceptual Model of Service Quality and Its Implications for Future Research, , 1985

163. Innovative Marketing Strategies and Organization Structures for Service Firms, Gronroos, , 1989

164. LinkingPerceivedServiceQualityandServiceLoyalty:AMulti-DimensionalPerspective, Ruyter, Bloemer, Wetzels, , 1998

165. 서비스품질에 관한 종합적 고찰 : 개념 및측정을 중심으로, 이유재, 이준엽, 서비스 품질에 관한 종합적 고찰 : 개념 및 측정을 중심으로, , 1997

166. A Longitudinal Analysis of the Impact of Service Changes on Consumer Attitudes, Bolton, , 1991

167. A cognitive model of the antecedents and consequences of satisfaction decisions, OliverR.L, A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions, , 1980

168. A empirical examination ofa model of perceived service quality and satisfaction, Spreng, Mackoy, , 1996

169. Effects of Satisfaction and itsAntecedents on Consumer Preference and Intention, G.Linda, Oliver, , 1981

170. Service Quality in Retail Banking: The Experience of Two British Clearing Banks, Newman, Alan Cowling, , 1996

171. Significance tests and goodness of fit in the analysis of covariance structures, Bonnett, Bentlet, , 1980

172. The Dimensions ofService Quality : The Original European Per spective Revisited, Deon Nel, Mels, The Dimensions of Service Quality: The Original European Perspective Revisited, , 1997

173. A Measure of Service Quality For Retail Stores: Scale Development and Validation, Dadholker, Rentz, Thrope, , 1996

174. 생명보험회사의 고객유지 전략-고객만족도 분석을 중심으로, 장동식, 신문식, , 2002

175. Customer perceptions of service quality: An assessment of the SERVQUAL dimensions, Carman, , 1990

176. Managing Customer Expectations in Financial Services: Opportunities and Challenges, Tam, , 2007

177. Distinguishing Service Quality and Customer Satisfaction: The Voice of the Customer, Kent A.Grayson, lacobucci, Distinguishing Service Quality and Customer Satisfaction : The Voice of the Customer, , 1995

178. Exploratory and Confirmatory Factor Analysis: Understanding Concepts and Applications, Thompson, , 2004

179. Servqual: A multiple-item scale for measuring consumer perceptions of service quality, 정일환, SERVQUAL: A Multiple-item Scale for Measuring Consumer Perceptions of Service Quality, , 1988

180. Structural equation modeling in practice: A review and recommended two??step approach, Gerbing, Anderson, Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach, , 1988

181. A Dynamic ProcessModel of Service Quality : From Expectations to Behavioral Intentions, Zeithaml A., R.Staelin, , 1993

182. Encounter satisfaction versus overall satisfaction versus quality the customer's voice, Bitner, HubbrT, , 1994

183. Some new thought on conceptualizing perceived service quality; A Hierarchical Approach, Cronin, Brandy, , 2001

184. Customer Satisfaction Cues toSupport Market Segmentation and Explain Switching Behavior, Athanassopoulos, Customer Satisfaction Cues to Support Market Segmentation and Explain Switching Behavior, , 2000

185. Service Quality and Customer Loyalty Perspectives on Two Levels of Retail Relationships, Wong, Amrik Sohal, Service Quality and Customer Loyalty Perspectives on Two levels of Retail Relationships, , 2003

186. Factors Influencing the Likelihood of Customer Defection: The Role of Customer Knowledge, Rajendra K.Srivastava, Capraro, , 2003

187. Service Quality, Customer Satisfaction, and Behavioral Intentions in the Service Factory, Olorunniwo, G.J.Udo, M.K.Hsu, "Service Quality, , 2006

188. 서비스 충성도의 결정요인에 관한 연구: 미용원이용자를 중심으로, 김철민, 서비스 충성도의 결정요인에 관한 연구: 미용원 이용자를 중심으로, , 2002

189. Evaluating Service Encounters: the Effects ofPhysical Surroundings and Employee Responses, Bitner,M.J., Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses, , 1990

190. A ConceptualModelofServiceQualityandServiceSatisfaction:Compatible Goals,DifferentConcepts, Oliver, "A Conceptual Model of Service Quality and Service Satisfaction: Compatible Goals, , 1993

191. Consumer Price Sensitivity and Social Health Insurer Choice in Germany and the Netherlands, Schut, Jeurgen Wasem, , 2003

192. Customer and Provider Expectations and Experiences Evaluating Professional Service Quality, Swartz, , 1989

193. ConsumerPerceptionsofInterpersonalEquityandSatisfactioninTransactions:A FieldSurveyApproach, Swan, Consumer Perceptions of Interpersonal Equity and Satisfaction in Transactions: A Field Survey Approach, , 1989

194. 지각된 서비스 품질이 고객만족,상표태도,고객충성도에 미치는 영향, 황병일, "지각된 서비스품질이 고객만족, , 2004

195. Customer Perception of Price, Quality and Value: A Means-End Model and Synthesis of Evidence, Zeithaml, "Customer Perception of Price, , 1988

196. An Empirical Analysis of the Relationship between Brand Loyalty and Consumer Price Elasticity, Krishnamuthi, , 1991

197. Service Loyalty: The Effects of Service Qualityand the Mediating Role of Customer Satisfaction, Caruana, Service Loyalty: The Effects of Service Quality and the Mediating Role of Customer Satisfaction, , 2002

198. 점포충성도에 대한 전환장벽과 고객만족의 영향력에 관한 실증적 연구, 조광행, 박봉규, 한국경영학회, "경영학연구, , 1999

199. From Prisoners to apostles: aTypology of Repeat Buyers and Loyal Customers in ServiceBusinesses, Curasi, From Prisoners to Apostles: A Typology of Repeat Buyers and Loyal Customers in Service Businesses, , 2002

200. The Hierarchical Structure of Service Quality : Integration of Technical and Functional Quality, Kang, , 2006

201. 서비스 품질의 측정과 기대효과에 대한 재고찰:KS-SQI모형의 개발과 적용, 이준엽, 이유재, 서비스품질의 측정과 기대효과에 대한 재고찰: KS-SQI 모형의 개발과 적용, , 2001

202. An Examination of the Effect of Product Performance onBrand Reputation, Satisfaction and Loyalty, Selnes, "An Examination of the Effect of Product Performance on Brand Reputation, , 1993

203. Customer Service Quality and FinancialPerformance among Australian Retail Financial Institutions, G.Eliot, E.Duncan, , 2002

204. The relationship of customer satisfaction, customer loyalty and profitability: An empirical study, Hollowell, "The Relationship of Customer Satisfaction, , 1996

205. Investigating the Relationship Between Service Quality, Satisfaction and Switching Intention304-313, S.Taylor, Bansal, "Investigating the Relationship Between Service Quality, , 1997

206. Personal Characteristics as Operators of the Relationship between Customer Satisfaction and Loyalty, A.Giering, Homburg, , 2001

207. 인터넷뱅킹 서비스품질이 고객가치와 고객만족에 미치는 영향에 관한연구, 이경근, 노영, 인터넷 뱅킹 서비스품질이 고객가치와 고객만족에 미치는 영향에 관한 연구, , 2005

208. Using Segmentation to Improve Sales Forecasts Based on Purchase Intent; Which Intenders Actually Buy, Schmittlein, Morwitz, , 1992

209. 호텔기업의 시장지향성과 사업성과의 연계성, 그리고 매개변수에 관한 연구, 장경란, 이용기, 이학식, "호텔기업의 시장지향성과 사업성과의 연계성, , 1999

210. Customer Satisfaction and Customer Behavior : The Differential Role of Brand and Category Expectations, Gupta, , 1996

211. Differentiation between high, spurious, latent, and low loyalty participants in two leisure activities, Crompton,J.L., Backman,S.J., "Differentiation between High, , 1991

212. A Dynamic Model of Customers' Usage of Services: Usage as an Antecedent and Consequence of Satisfaction, Lemon,K.N., , 1999

213. Service Quality, Profitability, and Economic Worth of Customers: What We Know and What We Need to Learn, Zeithaml, "Service Quality, , 2000

214. The convergence of customer satisfaction and service quality evaluations with increasing customer patronage, 통계청, , 1995

215. Attribute-Level Performance, Satisfaction, and Behavioral Intentions over Time: A Consumption-System Approach, Vikas Mittal, "Attribute-Level Performance, , 1999

216. Value-Percept Disparity: An Alternative to the Disconfirmation of Expectation Theory of Consumer Satisfaction, Michael D.Reilly, Westbrook, , 1983

217. 서비스기업의 시장지향성과 성과: 벤치마킹, 서비스품질, 고객만족의 인과적 역할, 이용기, 유동근, 강성단, "서비스기업의 시장지향성과 성과: 벤치마킹, , 1998

218. A Longitudinal Assessment of Consumer Satisfaction/Dissatisfaction: The Dynamic Aspect of the Cognitive Process, David Mazursky, Priscilla A.LaBarbera, A Longitudinal Assessment of Consumer Satisfaction/Dissatisfaction : The Dynamic Aspect of the Cognitive Process, , 1983

219. Investigating drivers of bank loyalty: The complex relationship between image, service quality and satisfaction, Peeters, Ruyter, Bloemer, "Investigating Drivers of Bank Loyalty: The Complex Relationship between Image, , 1998

220. Studying Satisfaction, ModifyingModels , Eliciting Expectations, Pos ing Problems, and MakingMeaningful Measurements, Miller, "Studying Satisfaction, , 1976

221. 모바일 뱅킹 서비스품질이 고객충성도 및 전환 의도에 미치는 영향에 관한 실증적 연구, 오종철(Oh Jong-Chul), 김영택(Kim Young-Teak), 대한경영학회, "대한경영학회지, , 2007

222. 인터넷뱅킹 사이트의 서비스품질과 인터넷 이용자 개인특성이 고객충성도에 미치는 영향, 김병곤, 윤종훈, 송인암, 전병호, 한국정보시스템학회, "정보시스템연구, , 2005

223. Searching for a consensus on the antecedent role of service quality and satisfaction: an exploratory cross-national study, Robertson, Brady, , 2001

224. 서비스접점 종업원에 대한 보상과 권한위임이 서비스품질 인식에 미치는 영향에 관한 연구, 이형석 ( Hyung Seok Lee ), 한국서비스경영학회, , 2005

225. 은행산업의 서비스품질 경쟁전략과 전환장벽에 관한 연구: 국내 은행 이용고객을 중심으로, 송광석 ( Gwang Suk Song ) , 유한주 ( Han Joo Yoo ) , 한국품질경영학회, , 2005

226. Satisfaction, Repurchase Intent, and Repurchase Behavior: Investigating the Moderating Effects of Customer Characteristics, Wagner Kamakura, Mittal, "Satisfaction, , 2001

227. The Impact of Communication Effectiveness and Service Quality on Relationship Commitment in Consumer, Professional Services, P.G.Patterson, Sharma, "The Impact of Communication Effectiveness and Service Quality on Relationship Commitment in Consumer, , 1999

228. Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments, Cronin, "Assessing the Effects of Quality, , 2000

229. 여행사의 서비스 보증이 서비스품질과 서비스가치 및 고객충성도에 미치는 영향에 관한 연구, 신동식(Shin Dong-Shik), 대한관광경영학회, "관광연구, , 2008

230. Advertising in the Mutual Fund Business: The Role of Judgmental Heuristics in Private Investors' Evaluation of Risk and Return, Jordan, , 2002

231. Forging Relationships with Services: The Antecedents that have an Impact on Behavioral Outcomes in the Life Insurance Industry, B.P.Tang, Durvasula, , 2004

232. Service quality and marketing performance in business-to-business markets: exploring the mediating role of client satisfaction, Chumpitaz, Paparoidamis, , 2004

233. The Relationships among Quality, Value, Satisfaction and Behavioral Intention in Health Care Provider Choice: A South Korea Study, Choi, Chankon Kim, "The Relationships among Quality, , 2004

234. SERVPERF versus SERVQUAL: Reconciling Performance Based and Perception Based - Minus Expectation - Measurements of Service Quality, Cronin, J.Joseph, S.A.Taylor, , 1994

235. 고객 관계 관리를 통한 은행의 수익성 제고 방안 : 국민은행의 프라이빗뱅킹 구축사례를 중심으로, 정남용, 경희대학교 경영대학원, , 2002

236. Customer relationshipdynamics:Servicequality and customerloyalty in thecontextofvarying levelsofcustomerexpertiseand switching costs, Smalley, Auh, Bell, , 2005

237. Relationship Marketing in the Financial Services Industry: The Importance, Participation and Problem Management for Customer Loyalty, Eisingerich, Simon J.Bell, "Relationship Marketing in the Financial Services Industry: The Importance, , 2006

238. An Integrated Framework for Customer Value and Customer-relationship -management Performance: A Customer-based Perspective from China, Wang, Y.Yang, , 2004

239. An Assessments of the Relationship between Service Quality and Customer Satisfaction in the Formation of Customers' Purchase Intentions, Taylor, , 1994

240. 은행서비스품질의 평가 및 측정에 관한 실증연구 - 은행서비스품질 결정요인에 관한 분석을 중심으로, 이장노, 김창수, , 1993

241. A Comprehensive Framework for Service Quality : AnInvestigation of Critical Conceptual and Measurement IssuesThrough a Longitudinal Study, David I.Therpe, Stepherd C, Dobholkar, A Comprehensive Framework for Service Quality: An Investigation of Critical Conceptual and Measurement Issues through a Longitudinal Study, , 2000

242. 서비스 품질의 각 차원이 CS에 미치는 상대적 영향에 대한 연구 기존고객과 잠재고객의 비교를 중심으로, 이유재, 라선아, 서비스품질의 각 차원이 CS에 미치는 상대적 영향에 대한 연구: 기존 고객과 잠재 고객의 비교를 중심으로, , 2003

243. 서비스 제공자와 소비자간의 관계의 質이 만족과 재구매 의도 관계에 미치는 조정역할에 관한 탐색적 연구, 이성호, 박정은, 채서일, , 1998

244. 서비스실패와 고객 이탈간 연결에서 고객-기업관계특성의 조정적 역할-가구단위의 연속적 서비스를 중심으로, 박옥선, 주영혁, 서비스실패와 고객이탈 간 연결에서 고객-기업 관계특성의 조정적 역할: 가구단위의 연속적 서비스를 중심으로, , 2005

245. Complex Services and Customer Loyalty: The Impact of Corporate Image on Quality, Customer Satisfaction and Loyalty for Customers with Varying Degrees of Service Expertise, Andreassen, "Complex Services and Customer Loyalty: The Impact of Corporate Image on Quality, , 1998