소매금융 선택요인집단별 은행이용행태에 관한 연구 = (An) Study on the Bank Using Behavioral Characteristics by the Retail Banking Choice Style

다국어 초록 (Multilingual Abstract)

The purpose of this study tried to classify the retail banking customer by evaluating criteria of customer using bank stores and to identify their characteristics.
Retail banking consumer's characteristic variables involve demographics and the behavioral characteristic in using bank stores. The methodology of this study was a sampling questionnaire survey, which was done by multi-area sampling.
The data were analyzed by SAS package. 227 questionaries were collected sent to the customers in bank, and 203 valid questionaries were collected and used.
Before the test research hypotheses were tested by factor analysis, cluster analysis, and one-way ANOVA analysis for classify the retail banking customers.
One-way ANOVA and x^(2)-test were used in order to explore the demographics and the behavioral characteristic.
The finding of this study are as follows;
1. The retail banking customers are classified by 4 groups, that is, 'service oriented group', 'non-consideration oriented group', 'bank reputation oriented group', and 'convenience oriented group'.
2. As to the demographics characteristics the 'age', 'job', and 'income level' are differently related to the customer groups with 5% significance. Therefore, the retail banking consumer group's store evaluative criteria are different according to demographics characteristics.
3. As to the behavioral characteristic, the 'period of transaction per month' is differently related to the customer groups with 5% significance.

목차 (Table of Contents)

• 목차 = ⅰ
• Ⅰ. 서론 = 1
• 1. 연구의 목적 = 1
• 2. 연구의 방법 및 범위 = 3
• Ⅱ. 소매금융 마케팅전략에 대한 이론적 고찰 = 4
• 1. 소매금융 마케팅전략의 의의 = 4
• 2. 소매금융 마케팅전략과 영업점 마케팅 = 8
• 3. 미·일의 소매금융 마케팅 동향 = 17
• 4. 소매금융 선행연구의 검토 = 26
• Ⅲ. 연구설계 = 32
• 1. 연구의 모형 = 32
• 2. 가설의 설정 = 33
• 3. 조사도구 및 측정방법 = 33
• 4. 표본의 설계와 자료의 수집 = 35
• 5. 자료의 분석방법 = 36
• Ⅳ. 결과분석 및 해석 = 37
• 1. 조사대상자의 일반적 사항 = 37
• 2. 소매금융 고객의 유형화 = 38
• 3. 소매금융 고객유형별 인구통계적 특성의 차이 분석 = 42
• 4. 소매금융 고객유형별 은행이용 행태 차이 분석 = 46
• 5. 소매금융 고객유형별 고객만족도 차이 분석 = 48
• 6. 인구통계적 특성별 은행이용행태 관련성 분석 = 49
• 7. 인구통계적 특성별 고객만족도 차이 분석 = 52
• 8. 연구결과의 시사점 = 53
• Ⅴ. 결론 = 56
• 1. 연구의 요약 = 56
• 2. 연구의 한계점과 앞으로의 연구방향 = 58
• 참고문헌 = 60
• SUMMARY = 64
• 설문지 = 66