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지역새마을금고 점포 이용 만족도와 이미지가 충성도에 미치는 영향 분석
심재관 ( Jaekwan Shim ),윤윤석 ( Younsuk Youn ),박태원 ( Taewon Park ) 한국협동조합학회 2010 韓國協同組合硏究 Vol.28 No.1
This study aims to explore the effects of surveyed factors on customer satisfaction and image, examine the relations between customer satisfaction and image and brand loyalty and analyze sustainable growth for CC by carrying out an itemized survey targeting CC users. The outcome shows that the factor of store has a little impact on transactionintention when CC relocates its first floor store to second floor in accordance with a demographic factor of CC users while strongly affecting in the case of abolishing taxincentives. It also reviews distinctions in customer satisfaction, image and brand loyalty according to a demographic factor and respectively indicates the impacts of accessibility, convenience, safety and financial marketability on customer satisfaction, image and brand loyalty. Consequently, the analysis of the effects of customer satisfaction and image on brand loyalty estimate that customer satisfaction influences brand loyalty but image lies beyond brand loyalty. Therefore this study has great significance in the sense of empirical analysis explaining improved satisfaction of CC users leads to high loyalty and sustainablegrowth.
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