農協의 顧客滿足經營에 관한 硏究 : 濟州地域을 中心으로 = (A) Study on the customer satisfaction management of Agricultural Cooperative Association : on the focus the area of Cheju island

다국어 초록 (Multilingual Abstract)

Domestic financial(banking) facilities should devise survival strategies through reasonable management and competition reinforcement in the rapidly changing financial environment.
Therefore they need the positive marketing strategy complying with diversified demands of customers and the customer-oriented & satisfaction management should be propelled as the first assignment in the current management of a company.
I strived to grasp the contents and the actual condition of the customer satisfaction management, which is promoted by Agricultural Cooperative, to strengthen the competition in the financial business. I also presented things which should be improved.
I applied two following methods to the study : research on theories by documents and data from the inside and outside of the country and positive analysis through research on the actual condition.
For this study, I made three customer satisfaction factors such as the products, service, and image of Agricultural Cooperative, then hypothesized the followings : the satisfaction on the products, service, and image of Agricultural Cooperative would be different according to the regular customers, the business period, and the statistical feature of the population.
To analyze practically, I gave questionnaires 400 people who is customers of NACF in Cheju and then 344 copies were used for the study except 56 inappropriate copies.
As a result of the study, the total average satisfaction degree on Agricultural Cooperative was given 3.388 of 5, the standard degree, and the image on Agricultural Cooperative was given the highest degree, 3.674 in three satisfaction factors.
I presented several improvement strategies which was discovered by the dissatisfaction of customers according to the result of the research. Here are strategies : the improvement strategy of the product satisfaction degree, service satisfaction degree, and image satisfaction degree on Agricultural Cooperative.
This study, however, has a few problems such as followings : concentrated more on monetary service-oriented management, which is outside customers than employee-oriented management, which is inside customers, and the survey was only completed in Cheju, so there was a limitation in research on opinions of all korean customers.
Therefore the study of these two problems should be pursued constantly to analyze customer satisfaction management in detail and find out the way of improving the management.

목차 (Table of Contents)

• 목차 = i
• 제1장 서론 = 1
• 제1절 문제의 제기 = 1
• 제2절 연구목적 = 2
• 제3절 연구방법 및 논문의 구성 = 2
• 제2장 고객만족 경영에 관한 이론적 배경 = 5
• 제1절 고객만족 경영의 본질 = 5
• 1. 고객만족경영(CSM)의 개념 = 5
• 2. 고객만족의 구성요소 = 10
• 3. 고객만족경영의 원칙과 효과 = 12
• 제2절 고객만족경영의 추진 체계 = 14
• 1. 고객만족경영의 추진배경 = 14
• 2. 고객만족경영의 추진체계 = 15
• 제3절 금융기관의 고객만족경영 = 18
• 1. 금융기관의 고객만족경영 필요성 = 18
• 2. 금융기관 고객만족경영의 기본모형(Model) = 18
• 3. 금융기관의 고객만족경영 추진방향 = 21
• 제3장 농협과 타금융기관의 고객만족경영실태 = 23
• 제1절 농협의 고객만족경영 추진현황 = 23
• 1. 농협의 조직과 경영현황 = 23
• 2. 농협의 고객만족경영 추진내용 = 26
• 제2절 제주농협의 고객만족경영 추진실태 = 32
• 1. 제주지역 농협현황 = 32
• 2. 제주농협의 맵시창구 운영실태 = 33
• 제3절 국내·외 타금융기관의 고객만족경영 추진사례 = 35
• 1. 국내 타금융기관 = 35
• 2. 외국 금융기관 = 38
• 제4장 농협의 고객만족경영에 관한 실증분석 = 43
• 제1절 조사의 개요 = 43
• 1. 표본 = 43
• 2. 설문의 구성 = 43
• 3. 분석방법 = 44
• 제2절 연구모델 및 연구가설 = 44
• 1. 연구모델 = 44
• 2. 연구가설 = 45
• 제3절 가설검증 = 46
• 1. 자료의 특성 = 46
• 2. 가설의 검증 = 49
• 3. 관련변수의 일반적 분석 = 53
• 4. 분석결과 요약 = 79
• 제4절 농협의 고객만족경영을 위한 전략적 시사점 = 82
• 1. 농협의 상품만족도 개선전략 = 82
• 2. 농협의 이용서비스 만족도 개선전략 = 83
• 3. 농협의 이미지 제고전략 = 83
• 4. 일반서비스 개선전략 = 83
• 제5장 결론 = 87
• 제1절 연구결과 요약 = 87
• 제2절 연구의 한계 = 91
• 참고문헌 = 92
• ABSTRACT = 95
• 농협의 고객만족에 관한 설문서 = 97