초록 열기/닫기 버튼
MG관계금융서비스와 고객충성도의 구조적 관계를 실증하고자 관계금융서비스와고객충성도에 대한 관계품질의 매개효과와 함께 고객의 관계지향성 조절효과를 검증하였다. A새마을금고의 대출서비스 차입자 중 거래기간이 3년 이상자를 대상으로 설문조사를 하였다. SPSS V.22와 회귀분석에 기반을 둔 PROCESS macro 3.3을활용하여 직접효과와 매개효과 및 조절효과를 함께 검증하였다. 연구결과, 관계금융서비스와 고객충성도의 관계에서 관계품질의 매개효과가 검증되었다. 또한 관계금융서비스와 관계품질, 관계품질과 고객충성도의 관계에서 관계지향성이 조절하는 것으로 나타났다. 이를 통해 관계금융서비스와 관계품질간의관계에서 관계지향성이 높은 수준의 고객들이 조절효과가 높은 반면, 관계품질과고객충성도와의 관계에서는 관계지향성이 높은 수준의 고객들이 영향력이 감소되는 것을 확인하였다. 한편 조건부효과 검증 결과, 관계금융서비스가 관계품질과 고객충성도에 미치는 경로에서 관계지향성이 조절되는 것으로 나타나 조건부효과가확인되었다. 이는 새마을금고가 경쟁우위 확보를 위해 축적된 연성정보를 관계금융서비스로 제공하여 관계품질 및 고객충성도를 제고해야 한다는 것을 의미한다. 그리고 관계지향성의 수준에 따라 세분화된 고객들의 요구를 충분히 반영한 다양한 금융서비스를 제공함으로써 차별화된 경쟁력을 지속적으로 유지하고 수익성을확보할 수 있음을 시사한다.
The purpose of this study is to demonstrate the structural relationship between RBS(relationship banking service) and CL(customer loyalty) to identify the differentiated competitive advantage of MG KCCC(Korea Community Credit Cooperatives, Saemaul-Gumgo). For this, the study is aimed at verifying the mediation effect of RQ(relationship quality: customer satisfaction, trust, commitment) on between RBS and CL, the moderation effect of RST(relationship seeking tendency), and the conditional effect. For the study, I surveyed borrowers of 'A' MG KCCC who had transacted with the bank for more than three years. SPSS V.22 and the regression based PROCESS macro were utilized for the 422 respondents out of 450. SPSS was used to analyze both the reliability and validity of survey results and the casual relationship between RBS and CL, whereas PROCESS macro was applied to examine the mediation, moderation, conditional indirect effect(moderated mediation). The significance of each effect was verified at each step through Bootstrapping. As a result, RBS has a significant effect on CL. In addition, the mediation effect of RQ was verified in the relationship between RBS and CL. It was also demonstrated that RST moderated the relationship between RBS and RQ and the relationship between RQ and CL. This supports the result that customers with high RST have a greater moderation effect on the relationship between RBS and CL, while their influence becomes less on the relationship between the RQ and CL. Meanwhile, the conditional effect was identified as a result of the conditional effect test, indicating that RST was moderated in the path of RBS to RQ and then to CL. These results imply that RQ and CL should be improved by providing RBS through the accumulated soft information to secure the competitive advantage of MG KCCC. It is also suggested that the differentiated competitiveness, which guarantees the profitability of the bank, can be created by providing various customized services that reflect the demands of customers based on the level of RST.
키워드열기/닫기 버튼
MG KCCC, RBS(relationship banking service), RQ(relationship quality), RST(relationship seeking tendency), CL(customer loyalty)
