파생결합증권시장에서 서비스 고객화가 직원에 대한 신뢰와 고객충성도에 미치는 영향

Abstract

This study is about the effects of customization behaviors on the trust for the FrontLine Employee(FLE) and customer loyalty in domestic derivative-linked securities(DLS) market. The study classified service customization behaviors as two dimensions of ‘interpersonal adaptive behavior’and ‘product-offering adaptive behavior’and analyzed each effect. Furthermore, the study adopted emotional response factors such as delight and gratitude, instead of customer satisfaction, and analyzed the relationships between the above two customization dimensions and two emotional response factors, delight and gratitude, and the trust for FLE and customer loyalty. Data samples for empirical analysis were collected by 410 customers with trade experiences of DLS and finally adopted 295 effective samples. As a result of the study. Firstly, the level of customization behaviors in domestic DLS market turned out approximately middle. Secondly, the study found that ‘product-offering adaptive behavior’affects greater to the trust for FLE and customer loyalty compared to ‘interpersonal adaptative behavior’. Thirdly, the study showed that the emotional response factors, delight, and gratitude, has a positive relationship with the trust for FLE and customer loyalty. Lastly, the study confirmed that the trust for FLE has a strong influence on customer loyalty.