소매금융 상품의 고객만족도 측정 연구

As the financial markets mature, competition intensifies, and customers’ needs get more sophisticated, financial firms are faced with the task of staying competitive. Prior research have suggested that firms need to explore and implement ways to increase customer retention and management which have been recognized to increase firm profitability. In this vein, this study aimed to investigate the effects of both selection attributes and relational benefits perceived by customers on customer satisfaction at financial firms. The questionnaire was developed and adapted after a refinement of the items in a pretest. And the survey was conducted with the customers who have transacted with Community Credit Cooperatives in the area of Busan from September 23 through October 8, 2013. A total of 650 close－ended questionnaires were distributed and 512 valid responses were used for the analysis. In the relationships between exogenous variables and customer satisfaction, all the factors in selection attributes were found to influence significantly customer satisfaction, with employee service having the greatest impact. Also all the factors in relational benefits were found to influence significantly customer satisfaction, with special treatment benefit having the greatest impact. And in the test of the moderating role of relationship length, there were a significant difference between the groups. From the findings of the study, the following were proposed for financial firms to increase customer satisfaction with the goal of increasing customer retention；establishment of a positive image through promotion, more focus on the aspects of long－term relationship with customer, training of employees’ ability in treating customers ethically and in meeting their unique needs effectively, and so on.