銀行에서의 關係惠澤과 關係品質이 顧客忠誠度에 미치는 影響 = (The) influence of relational benefits and relationship quality on customer loyalty in the banking industry

국문 초록 (Abstract)

현재, 세계의 기업환경은 무한경쟁, 기술의 발달, 새로운 패러다임의 등장과 같은 몇 가지 원인에 의해 극심한 변화를 겪고 있다. 한국에서의 은행산업은 급속히 성장해왔지만 이러한 금융서비스업의 새로운 환경에서 고객의 충성도를 증진시킬 변수들에 대한 연구가 다양하지 이루어지지 않고 있다.
본 연구의 목적은 관계혜택, 관계품질 그리고 고객충성도 간의 관계를 규명하는 것이며, 이를 위하여 관련된 이론적 배경과 실증적 선행연구의 결과를 종합해서 연구모형을 구축하고 은행을 연구배경으로 하여 실증적인 연구를 하였다.
이론적 연구를 통하여 정의한 관계혜택, 관계품질 그리고 고객충성도변수들 간의 관계에 대한 연구모형을 제시하고 이에 따른 연구가설을 도출하였다. 본 연구에서의 연구변수는 관계혜택으로 사회적, 경제적, 고객화, 심리적 혜택이며 관계품질로 관계만족과 신뢰이고, 고객충성도이다.
그리고 임의표본추출의 표본조사방법을 이용하여, 대전시 내에 소재한 금융기관의 은행창구에서 업무를 보는 불특정다수를 연구대상으로 삼았으며, 293부의 설문지를 분석대상으로 하였고 SPSS를 이용하여 실증적으로 분석하였다.
빈도분석을 하여 표본의 특성을 알아보았고, 구조방정식모델분석을 통하여 가설을 검증하였다. 그리고 측정도구에 대한 신뢰성 및 타당성을 분석하여 질문지가 신뢰성을 갖는지, 일관성을 갖는지를 검증하였고, 검증결과 신뢰성과 타당성이 검증되었으며, 구조방정식모델을 분석한 결과 사회적, 경제적, 고객화 혜택은 고객만족에 긍정적 영향을 미치고, 사회적, 심리적 혜택은 신뢰에 긍정적 영향을 미치며, 고객만족은 신뢰에 부정적 영향이 있는 것으로 나타났고, 관계품질은 고객충성도에 긍정적 영향이 있는 것으로 나타났다. 그리하여 본 연구의 결과로써 은행이 고객과의 장기적인 고객관계구축을 위해서는 관계혜택을 제공해야 한다는 당위성을 제시하고, 은행에서의 고객관계관리에 대한 전략수립 시 참고가 될 수 있다.

목차 (Table of Contents)

• 제1장 서론 1
• 제1절 연구의 배경과 목적 1
• 1. 연구배경 1
• 2. 연구목적 3
• 제2절 연구의 방법 및 구성 5
• 1. 연구방법 5
• 2. 연구구성 6
• 제2장 이론적 연구 8
• 제1절 관계마케팅에 관한 연구 8
• 1. 관계마케팅의 개념 8
• 2. 관계마케팅의 특성 12
• 3. 관계형성 과정 13
• 제2절 관계혜택에 관한 연구 16
• 1. 관계혜택 16
• 2. 사회적 혜택 19
• 3. 심리적 혜택 20
• 4. 경제적 혜택 22
• 5. 고객화 혜택 23
• 제3절 관계품질에 관한 연구 26
• 1. 고객만족 29
• 2. 신뢰 33
• 제4절 고객충성도에 관한 연구 37
• 1. 고객충성도의 개념 37
• 2. 고객충성도에 관한 이론 41
• 제3장 연구방법 44
• 제1절 연구모형과 연구가설 44
• 1. 연구모형 44
• 2. 연구가설 45
• 제2절 조사설계 50
• 1. 변수의 조작적 정의 50
• 2. 설문지구성 55
• 제4장 실증분석 57
• 제1절 자료수집방법과 표본의 특성 57
• 1. 표본의 선정과 자료수집 57
• 2. 표본의 특성 및 분석기법 58
• 제2절 신뢰성 및 타당성 분석 61
• 1. 신뢰성 분석 61
• 2. 타당성 분석 63
• 3. 측정변수의 상관성 분석 66
• 제3절 연구가설검증과 결과분석 68
• 1. 가설검증 68
• 2. 실증분석 결과의 요약 79
• 제5장 결론 82
• 제1절 연구결과의 요약 82
• 제2절 연구의 시사점 84
• 제3절 연구의 한계 및 향후 연구방향 86
• 참고문헌 88
• 부록 : 설문지 112
• ABSTRACT 117

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