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박무현(Park Moo Hyun),김성수(Kim Seong Soo) 계명대학교 사회과학연구소 2005 한국사회과학연구 Vol.24 No.2
The objective of this study is to verify the theoretical validity of the BSC model by analyzing interrelationships among the aforementioned core factors of customer perspective. Specifically, hypotheses regarding the relationships between attributes of customer value and customer satisfaction, between customer satisfaction and maintenance of current customers, between customer satisfaction and acquisition of new customers, and between customer satisfaction and customer profitability are tested. Data are collected from 500 questionnaires distributed to branches randomly selected from banks around Daegu and Gyeongsangbuk-do area. Analysis of data shows that, first, attributes of customer value and customer satisfaction have a positive relationship which is consistent with results from previous studies. Second, customer satisfaction has a positive relationship with maintenance of current customers. This implies that customer satisfaction, customer faithfulness, and maintenance of current customers make a sound chain of customer value. Third, customer satisfaction has a positive relationship with acquisition of new customers. It implies that a sound chain of customer value attracts new customers through invitations from the current satisfied customers. Fourth, customer satisfaction has a positive relationship with customer profitability. To improve the validity of the research, some of limitations should be overcome in the future. This study collected data from employees of selected banks only, and cross-sectionally analyzed the data. Future studies should (1) expand samples to include various types of financial institutions such as insurance companies, (2) collect additional data from various interest groups other than employees, (3) include financial data in the analysis of interrelationships, and (4) employ time-series analysis of data.
박무현(Park, Moo-Hyun) 계명대학교 산학연구소 2008 經營經濟 Vol.41 No.1
Customer value propositions represent the attributes that supplying companies provide, through their products and services, to creat loyalty and satisfaction in targeted customer segments. The value proposition is the key concept for understanding the drivers or the core measurements or satisfaction, acquisition, retention, and market and account share. While value propositions vary across industries, and across different market segments within industries, we have observed a common set of attributes that organizes the value propositions in all of the industries, such as product/service attributes, customer relationship, and image and reputation. This study purports to examine any causal relationships between Product/Service value attributes, which is one of the value proposition, and constructs. To achieve research objectives, hypotheses about the relationships among the factors of interest were set within a frame of BSC model’s value proposition context. Path analysis method is used to test hypotheses by using SAS CALIS Procedure. Analysis of data shows that attributes of value such as function, price, and time except quality are the constructs of product/service. It is found that the consistent source of customer satisfaction is the value created from such attributes. In conclusion, factors of value proposition such as value attributes of product/service, image, and customer relations are essential to satisfy customers and to create corporate values.