earticle

영어

Since the financial crisis occurred in 1997, the domestic bank industry was restructured by liquidating the financially poor local banks or had difficulties in merger and acquisiton between banks In particular, among about 10 local banks, local banks were merged into the mega banks: Chungchung bank into Hana bank and Gyeonggi bank into Hanmi bank in 1997; Chungbuk bank and Gangwon bank into Chohung bank in 1999; and Gwangju bank and Kyungnam bank into Wuri bank, and Jeju bank into Shinhan bank in 2001. After merger and acquisition, there remained only three local banks which are independently operated: Daegu bank, Busan bank and Chunbuk bank. To strength a local bank’s competitiveness, the local banks should establish more local bank branches which enable to enhance accessibility to the bank and employ bank staff who can provide more kind response to customers and differentiated bank services from the mega banks. Due to IMF, the bank has been downsized, which leads to the decrease of the number of bank employees. As a result, the quality of bank services has been worsened. Furthermore, since customers use information technologies (e.g., CD/ATM, internet/mobile banking), they do not need to visit the physical banks. Such bank technologies keep the customers from providing the tailor-made bank services offline. To provide the local banks’ services differentiated from those of the mega banks, it is required to investigate how bank technologies (i.e., Internet banking) used in the local banks can affect the quality of offline bank services provided by the bank employees (e.g., face-to-face) and assess the customers’ satisfaction with online and offline local bank services. The purpose of this study is to examine the structural relationships between the quality of bank service, bank-usage satisfaction and bank loyalty, and to test whether there is a transfer effect from bank web-usage satisfaction to offline bank-usage satisfaction. Furthermore, x2 difference test was undertaken o determine the best model among competing models. The questionnaires were distributed to customers who visited the Daegu Bank and were questioned whether to have used its website. The self-administerd survey was undertaken against 350 respondents who visited the bank as well as used its website. A total of 340 responses were collected. Excluding missing data, 323 usable data were used for analysis. Results from this study are as follows: First, it is found that three antecedents of bank service quality such as tangibles, assurance and responsiveness positively affect bank-usage satisfaction, whereas it is revealed that reliability and empathy factors did not influence bank-usage satisfacton; second, web-usage satisfaction positively exerts an effect on offline bank-usage satisfaction, as a result, it is empirically identified that satisfaction transfer from online to offline; third, bank-usage satisfaction positively influences bank loyalty; and fourth, it is found that assurance and reliability factors had a direct positive effect on bank loyalty as a result of sequential x2 difference test. The theoretical and practical implications, and the limitations are discussed.

한국어

대부분의 지방은행들이 IMF 이후 대형금융지주회사에 흡수 통합됨으로써 현재 자생적으로 운영되고 있는 지방은행들은 대규모 금융회사들과 경쟁을 해야 하는 어려움에 처해있다. 지방은행들이 시중은행들과의 차별화된 금융 서비스 품질 제공에 있어 전략적 우위를 선점하기 위해서는 금융 서비스 만족도 향상을 위한 평가가 실시되어야 할 시점이라 판단된다. 따라서 본 연구의 목적은 은행서비스 품질을 선행변수로 하여 은행 서비스 이용만족과 은행충성도 간의 구조적 영향관계를 살펴보고 또한 은행 웹 사이트 이용만족이 오프라인 은행서비스 만족으로 전이 될 수 있는지에 대한 여부를 검증하고자 한다. 본 연구를 위해 설문조사는 2012년 4월 12일부터 2012년 4월 20일까지 약 8일에 걸쳐 대구은행을 방문한 고객을 대상으로 은행 웹 사이트 이용여부를 질문 한 뒤에 응답자들을 대상으로 설문을 실시하였다. 총 350부 설문을 배포하여 불성실하게 응답을 한 설문지를 제외한 323부가 최종 분석에 이용 되었다. 본 연구 결과는 다음과 같다. 첫째, 은행서비스 품질 중 유형성, 확신성 대응성 요인이 은행이용만족에 정(+)의 영향을 주는 것으로 밝혀졌다 둘째, 웹 사이트 이용만족이 은행 이용만족에 정(+)의 영향을 줌으로써 만족전이 현상이 입증되었다. 셋째, 은행이용만족인 은행 충성도에 정(+)의 영향을 미치고 있음이 밝혀졌다. 넷째, 카이자승 차이 검증법을 통해 최우수모델 검증 결과, 확신성과 신뢰성이 은행충성도에 직접적으로 영향을 주는 선행요인으로 밝혀졌다. 지방은행 경영자 및 실무자들을 위한 이론적⋅ 실무적 시사점이 제시되었고 마지막으로 한계점이 논의되었다