은행서비스의 서비스 품질-만족의 관계에서 은행명성과 금리민감도의 조절 효과 연구 = The Moderating Effects of Both Bank Reputation and Financial Sensitivity on the Linkage of Service Quality-Satisfaction in the Banking Industry

다국어 초록 (Multilingual Abstract)

The relationship between service quality and satisfaction has been widely studied by researchers, but there is a lack of research that focuses on the moderating roles which influence the relationships between functional and technical service quality and satisfaction in the banking industry. In particular, there are two important issues that could influence bank customers` decision making(subsequent standard interests made by the bank of Korea recently and conflict problems among CEOs within the same baking group). Based on these issues, both interest sensitivity and bank reputation may play important moderating roles in bridging the key relationships between two types of service quality and satisfaction. This study examines two-way interaction effects of interest sensitivity and then, the following three-way interaction effects of bank reputation is investigated. To test the proposed model of the study, 304 customers who were using domestic banking services were participated in the survey. The proposed model was tested by hierarchical regression analysis. From the theoretical perspective, the findings show that firstly, functional service quality on satisfaction has much better than technical service quality. Secondly, the relationship between service quality and satisfaction is influenced by interest sensitivity, whereas the relational effect decreases interest sensitivity. Thirdly, the moderating effect of interest sensitivity dramatically increases when the second moderating role of bank reputation is input. From the managerial perspective, the following insights are provided. Firstly, a better understanding of functional quality is essential for enhancing customers` perceptions. Secondly, banking managers should consider the following issue of how the level of interest sensitivity could be decreased. Finally, it is desirable how to manage, differentiate, and implicate marketing strategies in order to build a strong bank reputation.

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