금융서비스품질이 신용협동조합의 고객만족 및 성과에 미치는 영향 = Effects of the financial service quality and the customer satisfaction onto the performance in The National Credit Union Federation of Korea

다국어 초록 (Multilingual Abstract)

The global financial crisis caused by Lehman Brothers Holdings Inc., in 2008 had surfaced the contemporary problems caused by a series of excessively high risk merger and acquisitions in order to pursue the revenue maximization as well as diversifications of risk. It has contributed to inflating the recognition level of customers. Furthermore, in domestic market, several financial projects consisting of mutual savings banks have made the Korea non-monetary institutions crumbling due to the poor loan plans. It represents how the stability and corporate images can be considered the one of the highest values in the financial business.
The National Credit Union Federation of Korea, Sinyong Hyeopdong Union in Korean, has been also faced with the current climate, and their conventional image serving for the working class is also affected. In order to breakthrough the current obstructions and secure the position as a sound financial institution, consumer-satisfaction based management is inevitable to coexist with local residents.
In other words, analysing and defining the effects that can influence the business with the customers of financial organizations by the environmental changes helps these institutions maintain and increase their performance consistently.
This study is to ascertain the customer service quality that affects the level of maintaining the business as well as the customer satisfaction of The National Credit Union Federation of Korea. Based on this, by verifying how the achievement of the customer satisfaction influences continuing the business and recommendation to potential customers with own analysis how the improvement of service quality and the effect of customer satisfaction effects on the banking institutions in Korea.
The summary of this study is as following;
As for the quality causes of the financial services that affects the customer satisfaction, not only examine the five causes which has been represented at the conventional studies such as SERVQUAL models, but also additionally verify the stability and the corporate image. As for the result, the image, sympathy, corporeality, stability and the security are significant causing variables.
The conclusion of the difference of cognition on service quality among the interested parties, shows except for the security, the high figures are found in order of this: executives and staff, union members, and non-union members.
This possesses some positive aspects such as the commitment and high self-respect of the executives and staffs in The National Credit Union Federation of Korea. On the other hand, it also shows a certain lever of overestimating on themselves. This requires improvements regarding how elevate the lower evaluations from their customers: the union members and potential non-union members.
The difference about the customer satisfaction displays that there is no difference between the union members and the corporate members, but there is a disparity in the non-union members. It explains The National Credit Union Federation of Korea should put their best effort to encourage non-union groups to become members by increasing the satisfaction level.
The conventional studies have confirmed the correlation between the evaluation of the elements of quality and the customer satisfaction focused on the large corporations such as a commercial bank. However, this study differentiates from the conventional researches in that it concentrates on The National Credit Union Federation of Korea, the regional bank, that is developing as the People's bank.ct.

목차 (Table of Contents)

• 제 1 장 서론 1
• 제 1 절 문제의 제기 1
• 제 2 절 연구의 목적 2
• 제 3 절 연구방법 및 논문구성 4
• 제 2 장 이론적 배경과 신용협동조합의 금융서비스 현황 5
• 제 1 절 금융마케팅의 고객만족고찰 5
• 1. 금융마케팅의 의의 5
• 2. 금융마케팅의 이중성 13
• 3. 금융마케팅의 필요성 14
• 제 2 절 금융서비스 품질평가 15
• 1. 금융서비스의 의의 15
• 2. 금융서비스의 품질측정 16
• 3. 금융서비스와 기업이미지 18
• 제 3 절 금융서비스에 대한 고객만족 22
• 1. 금융서비스에 대한 고객만족의 의의 22
• 2. 금융서비스에 대한 고객만족의 중요성 25
• 3. 금융기관의 고객만족경영 27
• 제 4 절 신용협동조합 금융서비스의 현황 29
• 1. 신용협동조합 금융서비스의 특징 29
• 2. 신용협동조합 금융서비스의 품질 34
• 3. 신용협동조합 금융서비스의 선행연구 검토 35
• 제 3 장 연구 설계 39
• 제 1 절 연구모형 39
• 1. 연구의 모형설정 39
• 2. 연구의 가설설정 40
• 제 2 절 연구방법 42
• 1. 연구방법 및 설계 42
• 2. 설문지구성 및 조작적 정의 42
• 3. 변수의 조작적 정의 43
• 4. 분석방법 45
• 제 4 장 실증분석 46
• 제 1 절 표본의 특성 46
• 제 2 절 변수의 신뢰성 및 타당성 47
• 1. 변수의 신뢰성 47
• 2. 변수의 타당성 48
• 3. 변수의 상관관계 51
• 제 3 절 가설검증 52
• 1. 서비스품질요인과 고객만족 52
• 2. 고객만족과 거래유지와 거래추천 53
• 3. 금융서비스품질에 대한 고객과 직원의 인식차이 54
• 4. 고객만족에 대한 고객과 직원의 인식차이 62
• 제 4 절 가설검정 결과에 대한 해석 63
• 1. 서비스품질요인과 고객만족 63
• 2. 고객만족과 거래유지, 거래추천 65
• 3. 금융서비스품질에 대한 고객과 직원의 인식차이 66
• 4. 고객만족에 대한 고객과의 인식의 차이 66
• 제 5 장 결론 68
• 제 1 절 연구의 요약 68
• 제 2 절 연구의 한계 및 향후 연구방향 70
• 참고 문헌 71
• 설문지 75
• Abstract 80