PB 고객의 부동산 자산관리 서비스에 관한 실증 연구 = An empirical study on service for PB customer's real estate asset management

다국어 초록 (Multilingual Abstract)

In terms of profitability, the financial environment of banks in Korea
maintains a low interest rate stance in response to a slowdown in asset
growth and a global economic downturn due to an increase in bank sales
through holding companies. Low interest rates have reached the limit of
asset growth that can yield higher returns than bank rates.
Due to the recent change in the business environment due to
non-face-to-face banking, the need for a strategy to generate profits
through new services and maintain continuous customer relationships is
emerging.
As an alternative to this necessity, interest in PB, a new growth engine
and profit diversification, is increasing. In the operation of the PB center,
this study was conducted to contribute to the activation of the PB center
by understanding the investment tendency of customers and proactively
checking the level of demand for the customer's service, diversifying and
verifying the service area of the bank in a customized manner.
The purpose of this study is to enhance the function and role of PB
financing to promote investment activities and the development of PB
centers for high-value asset owners. Property owners visiting PB centers
are more interested in increasing the value of their assets in an active
way rather than settling for their current assets.
Therefore, the real estate asset management service aimed by the PB
center will contribute to the protection of the investment propensity and
privacy of asset owners. In this study, I intend to conduct a study on the
impact of PB customers' real estate asset management services as
follows.
First, the areas of asset management were grouped in consideration of the characteristics of the funds held by customers. This is a strategic
choice that allows you to choose and focus on real estate asset
management services.
Second, the PB center needs to establish a comprehensive consulting
system for real estate asset management services. The services provided
by the PB center correspond to comprehensive work related to asset
management such as financial information, legal and tax, investment asset
recommendation and financial procurement. The comprehensive consulting
system of such a PB center can be established by analyzing the
characteristics of capital, investment intention, and relationship of asset
prices.
Third, asset prices using PB centers have a relatively high proportion of
investment assets. At the same time, there is a need for services on the
flow and prospect of the real estate asset management investment market.
Accordingly, it is intended to derive what are the positive factors affecting
PB reliability and satisfaction provided by PB centers.
Fourth, the reliability and satisfaction analysis of PB centers is a
measure of the customer's intention to continue trading and the intention
to recommend others. Through this, it is intended to determine the inflow
of continuous transaction customers and new customers, and to provide
implications for the profitability of the PB center's real estate asset
management service and the ripple effect of the asset management
market.
In addition, it enables companies that plan to expand their asset
management sector in the future to identify and utilize mid- to long-term
competitive factors. Based on this, the purpose of this study is to suggest
improvements in real estate asset management services and
customer-oriented service plans.
Based on the results of this study, I would like to present a plan for
real estate asset management service for PB customers as follows.
First, a plan to secure stable profits from real estate financial products
is prepared. The characteristics of PB customers' real estate investment
are generally stable because the source of funds is mainly provided
through earned income. Therefore, financial institutions are prepared to
use real estate investment funds through the accumulation of earned
income of PB customers, linking to financial products related to earned
income and real estate assets and stable real estate investment products
through the aim of stable real estate investment services, and securing
stable profits for real estate investors. shall.
Second, it is necessary to consult with real estate assets and provide
basic information. In the evaluation of real estate asset management
service perception of PB customers, real estate use, development, and
investment related services and real estate purchase and sale service
factors are evaluated relatively high. Therefore, the PB center must
provide basic information to generate diversified profits for investment
products through consulting investment analysis services for real estate
location and commercial area analysis.
Third, establishment and activation of real estate asset management
services. As a result of IPA for five types of real estate asset
management services of PB customers, real estate information services,
real estate tax/legal services, and real estate purchase/sell service factors
can be seen as focus improvement areas with lower satisfaction than
importance. Therefore, it is required to provide essential information for
asset management, such as information on real estate auctions and
auctions, and more detailed information and manpower must be deployed
in legal advice arising from real estate leases and leases, and information
on real estate purchases and sales periods.
Fourth, the plan is to expand real estate financial products and promote
investment. As a result of multiple regression analysis on the relationship
intention and relationship quality of PB customers, and the establishment
of a real estate asset management service system, the important
influencing variable for the relationship intention is the in-depth service
on the trends and prospects of the domestic real estate market. Through
this, it appears that investment and relationship formation proceeds.
This leads to the quality of relations through comprehensive service and
profit creation so that the acceptance of information can lead to direct
investment. As for the services that affect the establishment of the real
estate asset management service system, various investment targets are
provided through market trends and reliable research reports, and the tax
service on rental income appears to have a significant effect.
Therefore, it is necessary to prepare measures to expand real estate
financial products and activate investment through the reliability of real
estate financial products and services and consideration for customers.
Fifth, if you have the reliability and satisfaction of the PB center, it will
have a positive effect on your continuous transaction intention and
recommendation intention, so it will be possible to attract customers in
the long term. As a result of analyzing the factors derived into five areas
through structural equations, the factors that affect PB reliability are real
estate tax and legal services, and real estate management services, and
the direct factors that affect PB satisfaction are real estate tax and legal
services, and real estate. It is use, development, investment service, and
real estate management service.
Therefore, PB customers are expanding their profitability through real
estate management and development data, and if PB reliability and PB
satisfaction increase through this, the willingness to continue PB
transactions and PB recommendation will increase, which will contribute
to the bank's management performance.
The influencing variables of relationship quality are market trend and
purchase/sell product counseling service.

국문 초록 (Abstract)

한국 내 은행들의 금융환경은 수익성 측면에서는 지주사를 통한 은
행의 외형증가로 인해 자산성장률 둔화와 세계적인 경기침체의 대응
으로 저금리 기조를 유지하고 있다. 저금리는 은행 금리보다 높은 수
익을 얻을 수 있는 자산증식의 한계에 도달하였다. 최근 비대면 은행
업무로 인한 영업환경의 변화는 새로운 서비스를 통해 수익을 창출하
고 지속적인 고객관계를 유지할 수 있는 전략의 필요성이 대두되고
있다. 이런 필요성에 대한 대안으로 수익다각화와 신성장 동력인 PB
에 대한 관심이 높아지고 있다. PB센터의 운영은 고객들의 투자 성향
을 파악하고 고객의 서비스에 대한 요구 수준을 선제적으로 확인하여
은행의 서비스 영역을 고객맞춤형으로 다각화하고 검증하여 PB센터
활성화에 기여하고자 본 연구를 진행하였다.
본 연구의 목적은 PB금융의 기능과 역할을 제고하여 고액 자산가들
의 투자활동 및 PB센터의 발전을 도모하는 것이다. PB센터를 방문하
는 자산가들은 현재의 자산에서 안주하기 보다는 적극적인 방법으로
자산의 가치를 증가시키는데 관심이 많다. 따라서 자산가들의 투자성
향이나 사생활 보호에 PB센터가 지향하는 부동산 자산관리서비스가
상당부분 일조할 것이다. 본 연구에서 PB고객의 부동산 자산관리 서
비스에 관한 영향성연구를 다음과 같이 진행하고자 한다.
첫째, 고객이 보유한 자금의 특성을 고려하여 자산관리의 영역을 그
룹화 하였다. 이는 부동산 자산관리서비스에 대해 선택과 집중을 할
수 있는 전략적 선택인 것이다.
둘째, PB센터는 부동산 자산관리서비스에 대한 종합컨설팅 체계를
마련할 필요성이 있다. PB센터가 제공하는 서비스는 금융정보, 법률․
세무, 투자자산의 추천 및 금융조달 등 자산운용에 관해 포괄적인 업무에 해당된다. 이러한 PB센터의 종합컨설팅 체계는 자산가들의 자금
의 특성, 투자의향, 그리고 관계성을 분석하여 구축할 수 있을 것이다.
셋째, PB센터를 이용하는 자산가들은 투자자산의 보유 비중이 상대
적으로 높다. 동시에 부동산 자산관리 투자시장의 흐름과 전망에 대한
서비스가 필요한 실정이다. 이에 따라 PB센터가 제공하는 PB신뢰성과
만족도에 미치는 긍정적인 요인이 무엇인지 도출하고자 한다.
넷째, PB센터의 신뢰성과 만족도 분석은 고객의 지속거래 의향과 타
인 추천의도를 알아볼 수 있는 척도가 되는 것이다. 이를 통해 지속거
래 고객과 신규고객 유입 여부를 판단하고 PB센터의 부동산 자산관리
서비스 수익성과 자산관리 시장의 파급 효과에 대해 시사점을 제공하
고자 한다. 또한 향후 자산관리 부분의 확충을 진행하려는 회사들에게
중장기적인 경쟁요인을 파악하고 활용할 수 있도록 한다. 이를 기반으
로 부동산 자산관리 서비스의 개선점과 고객지향적인 서비스 방안을
제시하는데 본 연구의 목적이 있다.
본 연구결과를 바탕으로 PB 고객의 부동산 자산관리 서비스 방안을
다음과 같이 제시하고자 한다.
첫째, 부동산 금융상품의 안정적인 수익 확보 방안 마련이다.
PB고객의 부동산 투자특성은 자금 원천이 주로 근로소득을 통해 마
련되기 때문에 전반적으로 안정적 성향을 띄고 있다. 따라서 금융기관
은 PB고객의 근로소득 축적을 통한 부동산 투자자금 활용과 안정적인
부동산 투자서비스 지향을 통해 근로소득과 부동산 자산 관련 금융상
품 및 안정적인 부동산 투자 상품으로의 연계, 부동산 투자자의 안정
적인 수익 확보 방안을 마련하여야 한다.
둘째, 부동산 자산 투자 상담 및 기본 정보제공이 필요하다.
PB고객의 부동산 자산관리서비스 인식 평가에서 부동산 이용·개발·
투자 관련 서비스와 부동산 매입·매도서비스 요인이 상대적으로 높게
평가되고 있다. 따라서 PB센터에서는 부동산 입지와 상권 분석 컨설팅 투자분석 서비스를 통하여 투자물건에 대한 다변화된 수익창출을
위하여 기본정보를 제공해야 한다.
셋째, 부동산 자산관리 서비스 확립 및 활성화이다.
PB고객의 부동산 자산관리 서비스 5개 유형에 대한 IPA 결과 부동
산 정보서비스, 부동산 세무·법률서비스, 부동산 매입·매도서비스 요인
이 중요도 보다 만족도가 낮은 중점개선영역으로 볼 수 있다. 따라서
부동산 경매·공매에 대한 정보 등 자산관리에 핵심적인 정보제공이 요
구되며 부동산 임대 및 임차에서 발생하는 법률자문 및 부동산 매입·
매도시기에 대한 정보제공에서 보다 세밀한 정보와 인력이 배치되어
야 할 것이다.
넷째, 부동산 금융상품의 확대 및 투자 활성화 방안 마련이다.
PB고객의 관계의도 및 관계품질, 부동산 자산관리서비스 체계 구축
에 관한 다중회귀분석결과 관계의도에 중요한 영향변수는 국내 부동
산 시장에 대한 동향 및 전망에 대한 심도 있는 서비스이다. 이를 통
해 투자와 관계형성이 진행되는 것으로 나타난다. 관계품질의 영향변
수는 시장동향과 매입·매도 물건 상담서비스이다. 이는 정보의 수용이
직접적인 투자로 이어질 수 있도록 종합적인 서비스와 수익 창출이
관계품질로 이어지고 있다. 부동산 자산관리 서비스 체계 구축에 영향
을 미치는 서비스는 시장동향과 신뢰할 수 있는 조사 보고서를 통해
다양한 투자대상을 서비스하고 임대소득에 관한 세무서비스가 유의한
영향을 미치는 것으로 나타난다. 따라서 부동산 금융상품 및 서비스의
신뢰성과 고객에 대한 배려를 통해 부동산금융상품의 확대 및 투자
활성화 방안을 마련하여야 할 것이다.
다섯째, PB센터의 신뢰성과 만족도를 가진다면 지속적 거래의향과
추천의도에 긍정적인 영향을 주고 있어 장기적으로 고객의 유입이 가
능할 것이다. 5개 영역으로 도출된 요인을 구조방정식을 통해 분석한
결과 PB신뢰성에 영향을 주는 요인은 부동산 세무·법률서비스, 부동산
관리서비스이며 PB만족도에 관한 영향을 주는 직접적인 요인은 부동
산 세무·법률서비스, 부동산 이용·개발·투자서비스, 부동산 관리서비스
이다. 따라서 PB고객들은 부동산의 관리와 개발 자료를 통해 수익성
을 확대시키고 있으며 이를 통해 PB신뢰성과 PB만족도가 높아지면
PB 지속적 거래의향, PB 추천의도가 높아지며 이는 은행의 경영성과
에도 기여할 수 있을 것이다.

목차 (Table of Contents)

• 제1장 서 론 ···························································································1
• 제1절 연구의 배경 및 목적 ····················································································1
• 제1항 연구의 배경 ··································································································1
• 제2항 연구의 목적 ··································································································3
• 제2절 연구의 범위 및 방법 ····················································································4
• 제1항 연구의 범위 ··································································································4
• 제2항 연구의 방법 ··································································································6
• 제3항 연구의 구성과 체계 ····················································································8
• 제2장 이론적 고찰 및 선행연구 ···················································11
• 제1절 프라이빗 뱅킹(Private Banking) ···························································· 11
• 제1항 프라이빗 뱅킹 의미와 특징 ····································································11
• 제2항 프라이빗뱅킹의 연혁 및 동향 ································································17
• 제2절 부동산 자산관리 서비스············································································19
• 제1항 부동산 자산관리 개념 ··············································································19
• 제2항 부동산 자산관리의 구분··········································································24
• 제3항 부동산 자산관리 서비스 관계인식 ························································27
• 제3절 부동산 투자 개념과 투자 성향 ································································47
• 제1항 부동산 투자 개념 ······················································································47
• 제2항 부동산 투자 성향 ····················································································49
• 제3항 부동산 투자자금의 종류··········································································52
• 제4절 선행연구 분석 ······························································································55
• 제1항 PB에 관한 선행연구 ··············································································55
• 제2항 부동산 자산관리 서비스에 관한 선행연구 ······································60
• 제3항 선행연구와의 차별성················································································70
• 제3장 PB 현황 및 연구 설계 ························································72
• 제1절 PB 국내·외 현황 ·······················································································72
• 제1항 PB 영업의 발전과정 및 현황································································72
• 제2항 PB 서비스의 영업환경과 전략적 유형 ················································77
• 제3항 PB 국내 현황 ····························································································81
• 제4항 PB 국외 현황 ····························································································86
• 제5항 시사점 ··········································································································94
• 제2절 연구 설계······································································································96
• 제1항 연구의 모형 및 가설················································································96
• 제2항 변수의 선정 및 설문의 구성··································································99
• 제3항 설문조사 도구의 설계 ··········································································101
• 제4항 조사 설계 ··································································································107
• 제4장 실증분석 ··············································································109
• 제1절 기초 통계 및 인식 분석 ········································································109
• 제1항 인구·사회통계학적 특성········································································109
• 제2항 PB 고객의 부동산 투자 특성······························································110
• 제3항 PB고객의 부동산 자산관리 서비스 중요도 및 만족도 ················ 112
• 제2절 비교 분석 및 IPA(중요도성과분석) 분석 ··········································· 115
• 제1항 중요도와 만족도 평균 비교 분석 ························································115
• 제2항 IPA 모델 설정과 결과·········································································· 117
• 제3항 PB 고객의 금융기관에 대한 관계 인식············································ 124
• 제4항 다중선형회귀분석을 통한 영향 요인 분석 ········································126
• 제3절 PB 고객 서비스 구조방정식 모형 ························································ 129
• 제1항 구조방정식 분석모형 설계····································································129
• 제2항 설문의 신뢰성 및 타당성 검증 ····························································132
• 제4절 구조방정식 모형 설정 및 결과 ······························································138
• 제1항 확인적 요인분석과 적합도 분석 ··························································139
• 제2항 PB서비스에 관한 구조방정식 결과 ···················································· 145
• 제5절 연구의 결과 요약 ······················································································148
• 제5장 결 론 ····················································································152
• 제1절 연구의 결과 ······························································································152
• 제2절 연구의 한계 ································································································155
• 참고문헌·········································································································158
• 부록·················································································································178