금융소비자의 고객지향성이 서비스품질과 고객만족에 미치는 영향에 관한 연구

Abstract

This study attempted to examine how customer orientation affects service quality and customer satisfaction, respectively, based on recent changes in the financial industry, which is already rapidly changing to customer orientation. Through a review of prior research, a research model was derived to investigate the structural relationship of customer orientation on customer satisfaction through service quality in the financial industry. The empirical analysis was based on the data collected on the main customers of domestic commercial banks, and it was confirmed that customer orientation divided into two dimensions, positive and negative, had an impact on customer satisfaction through service quality (typicality, certainty, empathy, and responsiveness). In particular, in the case of positive customer orientation, it was confirmed that it had a significant effect on all four service quality, and it was empirically confirmed that negative customer orientation had an effect on confidence and responsiveness. In addition, it was confirmed that empathy and responsiveness among financial service quality based on customer orientation are variables that finally have a significant impact on customer satisfaction. Based on the results of this analysis, this study confirmed that customer orientation in the financial sector is an important factor influencing service quality and customer satisfaction, and based on this, empirical and strategic implications for financial companies to secure a continuous and long-term competitive advantage were proposed.