지방은행서비스 품질 평가에 관한 연구 :CD/ATM기 품질과 전화상담원 품질의 조절효과 검증

The purpose of this study is to examine the structural relationships between quality of bank service, service satisfaction and bank loyalty, and to examine the moderating role of call center representatives(CCR) in the relationship between quality of bank service and service satisfaction. The questionnaires were distributed to customers who visited the Daegu Bank and were questioned whether to have used CD/ATM and CCR. The self-administerd survey was undertaken against 350 respondents who visited the bank as well as used CD/ATM and CCR. 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 assurance and empathy factors positively impact on service satisfaction, while responsiveness negatively influences service satisfaction; second, the quality of CCR has a moderating effect on the relationship between empathy and service satisfaction by showing the enhancing moderating effect; third, the quality of CD/ATM plays a moderating role in the relationship between assurance and service satisfaction by showing the antagonistic moderating effect; fourth, the quality of CD/ATM plays a moderating role in the relationship between reliability and service satisfaction by showing the enhancing moderating effect; fifth, service satisfaction exerts a positive effect on bank loyalty. The theoretical and practical implications are discussed. The limitations are also mentioned.