중국은행의 서비스마케팅믹스요소와 브랜드자산과의 구조적 관계에 관한 연구

국문 초록 (Abstract)

최근 국내 시중은행들이 새로운 수익원 창출을 위해 중국으로 진출하고 있다. 본 연구는 중국시장에서 성공적인 현지화 적응에 필요한 서비스마케팅믹스전략을 위한 기초적인 자료를 제공하고자 한다. 따라서 본 연구는 중국에 소재한 은행의 서비스마케팅믹스요소들과 브랜드자산 간의 관계를 탐구하고, 서비스마케팅믹스요소들이 브랜드자산의 차원과 관계된 브랜드애호도, 지각된 서비스품질, 고객만족 등과의 관계에 대한 개념적 틀을 제시한다. 구조방정식 모델을 이용한 실증적 연구는 연구의 가설을 지지하였다. 연구결과에 따르면 서비스마케팅믹스 요소들 가운데 부분적으로 지각된 품질과 고객만족에 영향을 미치는 것으로 나타났다. 지각된 품질은 고객만족과 브랜드애호도에 영향을 미치고, 고객만족은 브랜드애호도, 그리고 브랜드애호도는 브랜드자산에 직접적인 영향을 미치는 것으로 나타났다. 이러한 관계에서 중국에 진출하는 우리나라 시중은행의 성공적인 적응을 위한 서비스마케팅믹스전략 수립에서 바람직한 함의를 찾을 수 있을 것이다.

다국어 초록 (Multilingual Abstract)

A number of Korean banks are rushing enthusiastically into Chinese local markets to increase their profitability. The present study provides some insights for marketing strategies using service marketing mixes. In order to the successful adoption of marketing mix elements in China, the author investigates relationships among service marketing mix elements on brand equity, and builds a theoretical framework that addresses dynamic relationships between brand loyalty, perceived quality, satisfaction and these elements on brand equity. A hypothesized model is empirically tested using a structural equation modeling approach. The results show that both perceived quality and satisfaction are partially supported by marketing mix elements. However, a better understanding of the direct effects on brand equity plays a crucial role in creating desirable marketing strategies that enable marketers to develop and implement service marketing mixes in the Chinese banking industry: perceived quality-satisfaction, perceived quality-brand loyalty, satisfaction-brand loyalty, and brand loyalty-brand equity.

목차 (Table of Contents)

• 요약
• Ⅰ. 문제 제기 및 연구 목적
• Ⅱ. 이론적 배경
• 2.1 심리적 거리
• 2.2 신뢰
• 2.3 정보교환
• Ⅲ. 연구모형 및 가설설정
• 3.1 신뢰와 정보교환
• 3.2 정보교환과 기업성과
• 3.3 신뢰와 기업성과
• 3.4 연구 모형
• Ⅳ. 가설 검증 결과
• 4.1 표본 설계 및 설문 개발
• 4.2 변수의 측정
• 4.3 신뢰성 및 타당성 검증
• 4.4 상관 분석
• 4.5 가설의 검증 결과
• 4.6 검증결과의 토의
• Ⅴ. 결론 및 시사점
• 5.1 연구결과의 요약 및 시사점
• 5.2 연구의 한계 및 향후 연구방향
• 참고문헌
• Abstract

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