은행 선택유형별 특성에 관한 연구 = (A) Study on the Characteristics by the Bank Choice Style

다국어 초록 (Multilingual Abstract)

The purpose of this study tried to classify the customer by evaluating criteria of customer using bank stores and to identify their characteristic.
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. 181 questionaries were collected sent to the customers in bank, and 152 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 bank 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 bank customers are classified by 4 groups, that is,'accessible/kindness of oriented group', 'human relation oriented group', 'benefits oriented group', and 'convenience oriented group'.
2. As to the demographics characteristics the 'sex', 'age', and 'education years' are differently related to the customer groups with 5% or 10% significance. Therefore, the bank consumer group's store evaluative criteria are different according to demographics characteristics.
3. As to the behavioral characteristic, the 'number of transaction per month', 'main transaction bank be or not be', choice motive of main transaction bank are differently related to the customer groups with 5% or 10% significance.

목차 (Table of Contents)

• 목차
• Ⅰ. 서론 = 1
• 1. 연구의 목적 = 1
• 2. 연구의 방법 및 범위 = 3
• Ⅱ. 은행선택에 관한 이론적 고찰 = 5
• 1. 은행선택 연구의 의의 = 5
• 2. 소비자의 은행선택과정 = 6
• 3. 은행점포선택의 결정변수 = 11
• 4. 은행점포선택요인에 관한 선행연구 = 21
• Ⅲ. 은행선택행동에 관한 실증조사 = 25
• 1. 연구문제 = 25
• 2. 조사도구 및 측정방법 = 25
• 3. 표본의 설계와 자료의 수집 = 27
• 4. 자료의 분석방법 = 28
• Ⅳ. 결과분석 및 해석 = 29
• 1. 조사대상자의 일반적 사항 = 29
• 2. 은행고객의 유형화 = 30
• 3. 은행고객 유형별 인구통계적 특성의 차이 분석 = 34
• 4. 은행고객 유형별 은행이용 행태 차이 분석 = 39
• 5. 연구결과의 시사점 = 43
• Ⅴ. 결론 = 46
• 1. 연구의 요약 = 46
• 2. 연구의 한계점과 앞으로의 연구방향 = 47
• 참고문헌 = 49
• SUMMARY = 53
• 설문지 = 55