소매금융 서비스산업에서 고객만족과 고객신뢰 선행요인 및 고객애호도 형성과정의 구조적 관계에 대한 연구

Today’s retail banking institutions face market saturation, products that have become commodities, and the need to operate evermore efficiently. Customers are becoming ever more demanding, and in most service markets they have more options to choose from than ever before. With the continuous growth of competition in the retail banking service marketplace, understanding customers satisfaction, trust and loyalty has become more and more important method of marketing. Research has shown that high service quality, value and equity contributes significantly to improve customer satisfaction and trust, resulting in profitability. In search of competitive advantages in service industries, both practitioners and academics are keen on accurately measuring the antecedents(quality, value, equity) and outcome (customer loyalty) of customer satisfaction and trust in order to better understanding formation precesses of customer loyalty and ultimately establish methods for improving profitability. A good illustration of the effect of these interactions is in the retail banking service, where the growth of retail banking has presented consumers with a breadth of new alternatives at the same time as measures are being taken to ease traditional switching barriers owing to online banking service. In these context, an attempt has been made in present paper is to gain a better understanding of how customer satisfaction and trust affects customer loyalty in the retail banking service. A qualitative research was adapted and quantitative survey were conducted from customers visiting retail banking. This study tries to validate the structural equation model and causal relationships among the model’s elements involving antecedents of customer satisfaction and trust(perceived quality, perceived value, perceived equity), consequence(customer loyalty), and moderating variables(customer satisfaction and customer trust) to reveal the interactions among focused variables. Empirical findings are as follows. First, the three antecedents of customer satisfaction trust being consisted of perceived quality, perceived value and perceived equity had the positive effects among three variables. Second, it turned out that there were direct or indirect relationships between the antecedents variables(quality, value, equity) and customer satisfaction and trust as well as customer loyalty. It was notable that the direct effects of perceived equity on customer loyalty were not exist, but the indirect effects through customer satisfaction and trust were significant. This means that the proper management concerned with this indirect path including relationship marketing is probably more important for the success of retain banking service. Third, contrary to the existing studies on service companies, the direct effects of perceived value on customer trust and perceived quality on customer satisfaction were not significant. This implies that customer value and quality is intensified by the various indirect path. That is why the retail banking marketers should make efforts not only to strengthen the direct casual linkages but also to consolidate the indirect connections resulting in higher customer satisfaction and trust. Fourth, Customer satisfaction and trust are found to be positively related to the customer loyalty and especially, customer satisfaction has a highly direct positive effect on customer loyalty. Proper managements of these main variables, in particular, between customer satisfaction and loyalty, play key roles in adding values in retail banking service. Based on above empirical results, this study suggests managerial implications of new marketing strategies, focusing on the integration of formation processes of customer loyalty in retail banking service industries. First, retail banking companies should take the initiative to enhance service quality, value, and equity and clearly understand the requirements of customer satisfaction and customer trust. Second, retail banking companies are encouraged to establish the positive direct and indirect linkages among the antecedents (value, quality, equity), outcomes(customer loyalty), and mediating variables(satisfaction, trust). Third, retail banking companies are required not only to delineate the effects that customer quality, value, and equity have on satisfaction and trust better but also to grasp the interactions between customer satisfaction, trust, and loyalty.