은행서비스 산업에서 교차구매 의도의 영향요인에 관한 연구 = Factors Affecting Cross-Buying Intentions in the Banking Industry

다국어 초록 (Multilingual Abstract)

This study aims to shed light on the new insights on the cross-buying intentions in the banking industry and suggests an integrated model of the cross-buying intentions. Recently with globalization in the financial sector, financial companies are trying to retain current customers and attract new one by developing various financial products. In South Korea, this trend is especially apparent in the banking sector. Cross-selling of various financial products such as beneficiary certificates, bankasurance and etc. is becoming more important in retaining competitive advantage in Korean banking industry. However, there are few studies which are trying to find out the factors affecting cross-buying intentions and explain their interrelationships comprehensively.
Based upon the previous studies, this study finds out the factors affecting cross-buying intentions and classifies them into two dimensions: affective and instrumental. Affective dimension includes trust, satisfaction and commitment. Instrumental dimension includes the factors such as geological convenience, one-stop convenience, professionality, and direct mail.
The results from this study are as follow. All the factors in the affective dimension(trust, satisfaction and commitment) have significant impacts on cross-buying intentions. Also all the factors in the instrumental dimension(geological convenience, one-stop convenience, professionality, and DM) significantly affect cross-buying intentions.
Some implications of this dissertation are as follow;
First, this study identifies the antecedents of cross-buying intentions comprehensively. Second, this paper provides practical guidelines for the banks attempting to intensify cross-selling activities. Third, banks need to develop sophisticated plans which can consolidate the emotional ties with customers through positive service experiences as the affective dimension is important in influencing cross-buying intentions. Finally, regarding the instrumental dimesnion, the implications are: 1) Developing various new financial products in addition to traditional product such as deposits and installment savings for improving customer convenience, 2) Enhancing the professionality of employees by strengthening education programs on numbers of financial products, 3) Increasing cross-buying intentions through the DM.

국문 초록 (Abstract)

규제완화와 금융수요 다양화 등 금융환경 변화에 따라 세계적으로 겸업주의가 진행되면서 은행, 증권, 보험 등 여러 금융상품을 한 곳에서 판매하는 금융서비스의 융합현상이 확산되고 있다. 국내은행들은 주택담보대출의 제한으로 크게 위축된 주택시장과 수익성 둔화의 해결책을 찾기 위한 방법으로 교차판매에 주목하고 있다. 교차판매란 현재고객이 가지고 있는 것에 추가하여 부가적 제품과 서비스를 촉진하는 것이다. 교차판매는 은행에 안정적인 이익을 가져다줄 뿐 아니라 고객과의 관계를 지속시켜주는 역할을 하는 등, 부가적 서비스에 의한 고객가치 창조가 고객관계 관리를 위한 중요 수단임이 인식되어 최근에 그 중요성이 증가하는 추세이다.
본 연구의 목적은 고객의 교차구매 의도에 영향을 미치는 중요요인으로 인식된 관계마케팅변수들을 정서적 차원으로 제시하고 교차구매 의도에 영향을 미치는 여러 요인들을 수단적으로 차원으로 제시하여 교차구매 의도와의 관련성을 검증하고자 했다. 은행과의 거래관계를 유지하고 있는 소비자 484명을 대상으로 연구한 결과, 정서적 차원으로 제시된 만족, 신뢰, 몰입 등이 교차구매 의도에 정(+)의 영향을 미치는 것으로 나타났으며, 그동안 교차구매 의도 연구에 소홀하게 다루어졌던 편의성, 전문성, DM등도 교차구매 의도에 정(+)의 영향을 가지는 것으로 실증분석 결과 나타났다. 이러한 결과를 토대로 은행산업이 고려해야 할 시사점을 제시하였다.

참고문헌 (Reference)

1 이상제, "교차판매와 끼워팔기" 14 (14): 3-7, 2005

2 박명호, "고객만족의 개념 재정립과 척도개발에 관한 연구" 15 (15): 93-122, 1999

3 조광행, "고객만족 및 전환장벽이 점포애호도에 미치는 효과에 관한 연구" 14 (14): 47-74, 1999

4 Reichheld, F. F, "Zero Defections: Quality Comes to Ser-vice" 68 : 105-111, 1990

5 Williams, Alvin. J, "What Buyers Like from Salesmen" 14 (14): 75-78, 1985

6 Verhoef,P.C, "Understanding the Effect of Customer Relationship Management Efforts on Customer Retention and Customer Share Development" 67 (67): 30-45, 2003

7 Berry, Leonard L, "Understanding Service Convenience" 66 (66): 1-17, 2002

8 Lewis, J. D, "Trust as a Social Reality" 63 : 967-985, 1985

9 Etzioni,A, "The moral dimension: Toward a new economics" The Free Dress 1988

10 Ravald, A, "The Value Concept and Relationship Marketing" 30 (30): 19-30, 1996

11 Bolton, Ruth N, "The Theoretical Underpinnings of Customer Asset Management: A Framework and Propositions for Future Research" 32 (32): 271-292, 2004

12 Gundlach, Gregory T, "The Structure of Commitment in Exchange" 59 : 78-92, 1995

13 Thibaut. John W, "The Social Psychology of Groups" John Wiley & Sons. Inc 1959

14 Dorsch, M. J, "The Role of Relationship Quality in the Stratification of Vendors as Perceived by Customers" 26 (26): 128-142, 1998

15 Babin, Barry J, "The Nature of Satisfaction: An Updated Examination and Analysis" 41 : 1227-1136, 1998

16 Clark, M, "The Nature and Structure of Workers' Trust in Management" 18 : 205-224, 1997

17 Baker, Thomas L, "The Impact of Suppliers' Perceptions of Reseller Market Orientation on Key Relationship Constructs" 27 (27): 50-57, 1999

18 Verhoef, P. C, "The Impact of Satisfaction and Payment Equity on Cross Buying:A Dynamic Model for a Multi-Service Provider" 77 (77): 359-378, 2001

19 Reinartz, Werner J, "The Impact of Customer Relationship Characteristics on Profitable Lifetime Duration" 67 : 77-99, 2003

20 Sharma, N, "The Impact of Communication Effectiveness and Service Quality on Relationship Commitment in Consumer,Professional Services" 13 (13): 151-170, 1999

21 Fullerton,Gordon, "The Impact of Brand Commitment on Loyalty to Retail Service Brands" 22 (22): 97-110, 2005

22 Verhoef, P. C, "The Effect of Relational Constructs on Customer Referrals and Number of Services Purchased from a Multiservice Provider: Does Age of Relationship Matter?" 30 (30): 202-216, 2002

23 Verhoef, P. C, "The Effect of Acquisition Channels on Customer Loyalty and Cross-Buying" 19 (19): 31-43, 2005

24 Garbarino, Ellen, "The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships" 63 : 70-87, 1999

25 Morgan, Robert M, "The Commitment--Trust Theory of Relationship Marketing" 58 : 20-38, 1994

26 Liang, C. J, "The Behavioural Sequence of the Financial Services Industry in Taiwan: Service Quality, Relationship Quality and Behavioural Loyalty" 26 (26): 119-145, 2007

27 Anderson, Eugene W, "The Antecedents and Consequences of Customer Satisfaction for Firms" 12 (12): 125-143, 1993

28 Fornell, Claes, "The American Customer Satisfaction Index:Nature,Purpose,and Findings" 60 : 7-18, 1996

29 Anderson, James C, "Structural Equation Modeling in Practice: A Review and Recommended Two-Wtep Approach" 103 (103): 411-423, 1988

30 Spekman,Robert E, "Strategic Supplier Selection:Understanding Long-TermBuyer Relationships" 75-81, 1988

31 Westbrook,Robert A, "Sources of Satisfaction with Retail Outlets" 57 (57): 68-85, 1981

32 Caceres, Ruben C, "Service Quality, Relationship Satisfaction, Trust, Commitment and Businessto- Business Loyalty" 41 (41): 836-867, 2007

33 Doyle, S. X., "Selling and Sales Management in Action: The Use of Insight Coaching to Improve Relationship Selling" 12 (12): 59-64, 1992

34 Ulaga, W, "Relationship Value and Relationship Quality" 40 (40): 311-327, 2006

35 Crosby, Lawrence A, "Relationship Quality in Services Selling: An Interpersonal Influence Perspective" 54 : 68-81, 1990

36 Berry,Leonard L, "Relationship Marketing of Services Growing Interest, Emerging Perspective" 23 (23): 236-245, 1995

37 Schemwell, Jr, "Relational Exchange in Services:An Empirical Investigation of Ongoing Customer Service-Provider Relationships" 5 (5): 57-68, 1994

38 Parasuraman, A, "Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implications for Further Research" 58 : 111-124, 1994

39 Moliner, Miguel A, "Perceived Relationship Quality and Post-Purchase Perceived Value: An Integrative Framework" 41 (41): 1392-1422, 2007

40 Lymberopoulos, K, "Opportunities for Banks to Cross-Sell Insurance Products in Greece" 9 (9): 34-48, 2004

41 Bagozzi, Richard P, "On the Evaluation of Structural Equation Models" 16 (16): 74-94, 1988

42 Westlund, A. H, "On Customer Satisfaction and Financial Results in the Swedish Real Estate Market" 16 (16): 1149-1159, 2005

43 Macaulay,S, "Non-contractual relations in business: A preliminary study" 55-69, 1963

44 Pruitt,Dean G, "Negotiation Behavior" Academic Press 1981

45 Tse. David K, "Model of Consumer Satisfaction Formation: An Extension" 24 : 204-212, 1988

46 Cronin, J. Joseph, Jr, "Measuring Service Quality: A Reexamination and Extension" 56 : 55-68, 1992

47 Johnshon-George, C, "Measurement of Specific Interpersonal Trust: Construction and Validation of a Scale to Assess Trust in a Specific Other" 43 : 1306-1317, 1982

48 Berry,Leonard L.and Parasuraman,A, "Marketing Services: Competing Through Quality" Free Press 1991

49 Storbacka, K, "Managing customer Relationships for Profit:The Dynamics of Relationsahip Quality" 5 (5): 21-38, 1994

50 Blattberg, R, "Manage Marketing by the Customer Equity Test" 13 : 136-144, 1996

51 Eisingerich, Andreas B, "Maintaining Customer Relationships in High Credence Services" 21 (21): 253-262, 2007

52 De Wulf, Kristof, "Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration" 65 (65): 33-59, 2001

53 Hallen, L, "Interfirm adaptation in business relationships" 55 : 29-37, 1991

54 Peltier, J. W, "Interactive Psychographics: Cross-Selling in the Banking Industry" 42 (42): 7-23, 2002

55 Adhul-Muhmin,Alhassan G, "Instrumental and Interpersonal Determinants of Relationship Satisfaction and Commitment in Industrial Markets" 58 : 619-628, 2005

56 Swan, John E, "How Industrial Salespeople Gain Customer Trust" 14 (14): 203-211, 1985

57 Lee, Jinkook, "How Consumers Choose a Financial Institution: Decision-Making Criteria and Heuristics" 21 (21): 53-71, 2003

58 Soureli, M, "Factors that Affect Consumers' Cross-Buying Intention: A Model for Financial Services" 13 (13): 5-16, 2008

59 Moorman, C, "Factors affecting trust in market research relationships" 57 : 81-101, 1993

60 Taylor, J. L, "Exchange Behavior Among Salesman and Customers in Natural Settings in Buyer-Seller Interactions: Empirical Research and Normative Issues" American Marketing Association 1981

61 Siguaw, Judy A, "Effects of Supplier Market Orientation on Distributor Market Orientation and the Channel Relationship: The Distributor perspective" 62 (62): 99-111, 1998

62 Weitz,B.A, "Effectiveness in Sales Interactions:A Contingency Framework" 45 (45): 85-103, 1981

63 Rust, T, "Driving Customer Equity" The Free Press 2000

64 Ngobo,P.V, "Drivers of Clients Cross- Buying Intentions" 38 (38): 1129-1157, 2004

65 Dwyer, Robert F, "Developing Buyer-Seller Relationships" 51 : 11-27, 1987

66 Ganesan,Shanker, "Determinants of Long- Term Orientation in Buyer-Seller Orientation in Buyer-Seller Relationships" 58 : 1-19, 1994

67 Bettencourt,Lance A, "Customer Voluntary Performance: Customer as Partners in Service Delivery" 73 (73): 383-406, 1997

68 Keaveney, Susan M, "Customer Switching Behavior is Service Industries: An Exploratory Study" 59 : 71-82, 1995

69 Anderson, E. W, "Customer Satisfaction, Market Share and Profitability: Findings from Sweden" 58 (58): 53-66, 1994

70 Jamal, A., "Customer Satisfaction and Retail Banking: An Assessment of Some of the Key Antecedents of Customer Satisfaction in Retail Banking" 20 (20): 46-160, 2002

71 Harrison, T.S, "Customer Retention in Tile Insurance Industry: Using Survival Analysis to Predict Cross selling Opportunities" 6 (6): 229-239, 2002

72 Liu, Tsung-Chi, "Customer Retention an Cross-Buying in the Banking Industry: An Integration of Service Attributes, Satisfaction and Trust" 12 (12): 132-145, 2007

73 Blattberg, Robert C, "Customer Equity: Building and Managing Relationships as Valuable Assets" Harvard Business School Press 2001

74 Kamakura, W. A, "Cross Selling through Database Marketing: A Mixed Data Factor Analyzer for Data Augmentation and Prediction" 20 (20): 45-65, 2003

75 Mohr, J, "Communication Strategies in Marketing Channels: A Theoretical Perspectives" 54 : 36-51, 1990

76 Sinkey, J. F., Jr, "Commercial Bank Financial Management" Prentice Hall 25-26, 1998

77 Johnson, D, "Cognitive and Affective Trust in Service Relationships" 58 (58): 500-507, 2005

78 Mohr, J, "Characteristics of Partnership Success: Partnership Attributes, Communication Behavior, and Conflict Resolution Techniques" 15 (15): 135-152, 1994

79 Strader, Troy J, "Characteristics of Electronic Markets" 21 : 185-198, 1997

80 Sharmir,B, "Calculations, values, and identities: The sources of collectivistic work motivation" 43 (43): 313-332, 1990

81 이학식, "CRM이 고객의 행동의도에 미치는 영향: 고객의 지각된 관계적 편익과 관계몰입의 매개적 역할" 한국경영학회 32 (32): 5-1347, 2003

82 Seiders, K, "Attention,Retailers! How Convenient is Your Convenience Strategy?" 41 (41): 79-89, 2000

83 Wilson,D.T, "An Integrated Model of Buyer-Seller Relationships" 23 (23): 335-345, 1995

84 Busch, P, "An Experimental Analysis of Salesman's Expert and Referent Basis of Social Power in the Buyer-Seller Dyad" 13 : 3-10, 1976

85 Doney, P.M, "An Examination of the Nature of Trust in Buyer-Seller Relationships" 61 (61): 35-51, 1997

86 McAllister,D.J, "Affect and Cognitionbased Trust as Foundations for Interpersonal Cooperation in Organizations" 38 : 24-59, 1995

87 Fishbein,Martin, "A Theory of Reasoned Action: Some Applications and Implications" University Press 65-116, 1980

88 Rusbult, Carly E, "A Longitudinal Test of the Investment Model: The Impact on Job Satisfaction, Job Commitment, and Turnover of Variation in Rewards, Costs, Alternatives, and Investment" 68 : 429-438, 1983

89 Anderson, Eugene W, "A Customer Satisfaction Research Propectus in Services Quality: New Directions in Theory and Practice" Sage Publications, Inc. 241-268, 1994

90 Oliver,Richard L, "A Conceptual Model of Service Quality and Service Satisfaction in Advances in Services Marketing and Management" JAI Press 65-86, 1993