금융기관 고객만족과 전환의도에 영향을 미치는 금융기관 서비스 요인들에 대한 연구 = A Study on the Service Factors Influencing Customer Satisfaction and Switching Intention in the Retail Financial Service Industry

다국어 초록 (Multilingual Abstract)

Recently, financial service institutes confront the keen competition due to the removal of industrial boundary. In order to effectively survive and prosper in such competitive environment, financial service institutions should retain current customers and attract new customers by providing high quality service and diverse products reflecting customers' needs. To retain the customers and attract new customers, first of all, financial service institutes should know the important incidents which influence customers to switch the financial service providers. and to satisfy throughout the empirical analysis of relative influences of switching incident on the switching intention and customer satisfaction. This paper identify the important factors influencing customers' switching and develop a model explaining the customer's switching intention and the customer satisfaction. For this study, we classify the variables influencing the customer's switching into four factors: core service failures, service encounter failures, inconvenience and pricing problem. We found that customer satisfaction is strongly influenced by service encounter failure, inconvenience, and pricing problem. The customer's switching intention is turned out to be strongly influenced by service encounter failures and pricing problem as well as by customer satisfaction.

국문 초록 (Abstract)

2009년 2월 자본시장통합법의 시행예정에 따라 금융기관별 업무의 경계가 무너질 것으로 예상되며, 금융기관별 경쟁은 더욱더 심화될 것이다. 금융기관은 경쟁상황에 대처하기 위해, 고객의 욕구를 반영한 다양한 상품과 질 높은 차별화된 서비스를 제공하여 신규고객의 확보하는 것이 필요하다. 그러나 더 중요한 것은 기업과 고객과의 관계개선을 통해 기존의 고객이 타 금융기관으로 전환하는 것을 막고 충성도 높은 기존 고객을 유지하는 것이다. 본 논문은 금융기관의 소비자 전환을 사전에 예방하기 위해 전환의도에 영향을 미치는 중요한 요인을 실증적으로 밝히고 있다.
본 연구에서는 금융기관의 전환요인인 핵심 서비스 실패, 서비스 접점 실패, 불편성, 가격 문제가 고객만족과 소비자의 전환의도에 미치는 영향관계를 연구가설로 설정하여 인과분석 모형을 통하여 확인하였다. 연구결과 금융기관의 전환요인의 구성 요소 중 핵심 서비스 실패를 제외한 모든 요인이 고객만족(음의 영향)에 영향을 주는 것으로 나타났으며 서비스 접점 실패, 가격 문제는 소비자의 전환의도(정의 영향)에 영향을 미치는 것으로 나타났다. 또한 고객만족은 역시 소비자의 전환의도(음의 영향)에 영향을 주는 것으로 나타났다.

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