은행서비스 산업에서 범주형 회귀분석을 이용한 지속적 거래의도 평가

The research mainstream has focused on improving the competitiveness throughout the reinforcement of customer satisfaction and loyalty in the banking industry, but there is still a lack of research that reflects characteristics of banking services. From a customer point of view, this study considers a variety of bank characteristics such as levels of interest rate, numbers of transaction banks, monthly average balance, and age. In line with this observation, the main objective of the current research is to investigate the relationship between bank characteristics and ongoing transaction intentions with a particular bank using a categorial regression analysis and in turn, provide insights for managers. First, the findings show that deposit interest rate is insignificant for leading customers to ongoing transaction intentions, but loan interest rate is significant when customers are satisfied with a loan interest rate. Second, if customers only transact their banking services with a particular bank, they are more likely to deal with the bank, rather than customers who transact additional one or two banks. Third, in the case of monthly average balance, customers who have more than ￦100 million wons per month are likely to switch other competitors. Finally, old customers are more stable than young customers when they consider to switch the relationship with a bank. The author provides insights for bank managers and discusses research limitations and further directions of the study.