相互貯蓄銀行의 顧客滿足에 관한 實證的 硏究

• 영문명: An Empirical Study of Customer Satisfaction on Mutual Savings Bank
• 발행기관: 한국마케팅과학회
• 저자명: 박선하(Park Sun Ha) 송종호(Jong Ho Song)
• 간행물 정보: 『한국마케팅과학회 학술발표대회논문집』2004 추계학술대회 발표 논문집, 411~434쪽, 전체 24쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2004.11.30

영문 초록

  This study describes not only customers satisfaction and dissatisfaction factors but also the factors which customers regard as important ones, and examines customers" expectation and its difference to provide mutual savings banks with basic material for establishment of customer satisfaction strategies. 270 customers of mutual savings banks were surveyed in Gyeongbuk province.
  The results of the study were as follows:
  First, most of customers were satisfied with service quality of mutual savings banks. However, satisfactions was found to be rather low considering importance of all of the factors recognized by customers.
  Second, the study examined what factors had direct relations with customers satisfactions and dissatisfactions: The banks" customers were directly influenced by reliability, friendliness, product features, regions and convenience, etc.
  Third, the mutual savings banks" customers highly expected service quality and actually thought of it very strongly. There was much difference of service quality which customers thought of: In other words, customers highly expected service quality. Considering such results, financial institutions" employees were found not to make active efforts to improve service quality for their customers.
  Fourth, the banks" customers had difference at important parts of transactions importance. They said that reliability on following matters was important: staffs" specialty and exact processing, attitudes dealing with customers impartially, positive counteractions against customers" complaints, and product safety, etc.
  Fifth, financial institutions" service quality had demographic statistics difference: The service quality had significant difference only depending upon marital status and monthly income.

목차

〈Abstract〉
Ⅰ. 서론
Ⅱ. 고객만족에 관한 이론적 고찰
Ⅲ. 연구 모형의 설정
Ⅳ. 실증분석
Ⅴ. 결론
참고문헌