金融産業에서 顧客滿足에 影響을 미치는 要因에 關한 硏究

Abstract

마케팅의 핵심과제는 고객만족 달성에 있다는 관점에 기초하여 고객만족에 관한 연구의 일환으로 금융서비스산업에 있어 고객만족에 영향을 미치는 서비스품질 평가요인에 대하여 검토하였다.

이를 위해 신협과 거래하는 고객을 대상으로 신협이 제공하는 서비스품질에 대한 평가 요인을 도출하고 이들 요인이 고객만족에 어떠한 영향을 미치는지를 검증하여 보았다. 분석결과 보다 핵심적인 서비스품질 평가요인이 도출되었다.

This study investigated the influence of banking service quality on customer satisfaction in banking industry. The data used for testing hypotheses were collected from the customers of credit unions in Ulsan by means of the survey questionnaire.

Several dimensions of service quality were identified from factor analysis. Also it turned out that some service quality factors had more impacts on customer satisfaction.

This study investigated the influence of banking service quality on customer satisfaction in banking industry. The data used for testing hypotheses were collected from the customers of credit unions in Ulsan by means of the survey questionnaire.

Several dimensions of service quality were identified from factor analysis. Also it turned out that some service quality factors had more impacts on customer satisfaction.