자국 은행과 외국계 은행에 대한 정보비대칭성이 은행 서비스품질-고객만족도-고객충성도 구조에 미치는 조절효과 연구

The main purpose of the paper is to examine the direct effect and moderating effect information asymmetry has in customers’ preference of domestic banks than foreign banks. The paper ultimately acquired survey data of total 1,000 subjects, and improved reliability by eliminating undependable samples. The results from testing three hypotheses, hypothesis 1 (Higher the customers’ evaluation of perceived service quality of bank, customer satisfaction is positively related), hypothesis 2 (Higher the customers’ perceived satisfaction level, customer loyalty is positively related), and hypothesis 3 (the relationship between domestic and foreign Banking customers; perceived satisfaction level and customer loyalty is moderated negatively by information asymmetry) are all supported. Thereby, the paper gives business implications; satisfaction level (+) from bank’s interaction quality, outcome quality, and physical environment quality reinforces customer royalty; customer demand both expectation satisfaction and needs satisfaction from bank service; moreover, customer satisfaction level is completed when consumption related sentiments such as favorableness and content are fulfilled. In addition, despite similar services by other banks, bank customers have strong tendency to continue to use the bank they have been using (attitudinal loyalty) and strong tendency to recommend the bank they have been using to other people (behavioral loyalty). Lastly, since bank customers prefer domestic banks to foreign banks due to information asymmetry, bank managers should provide sufficient information such as reliability, soundness, banks activities (social contribution and such), and bank services.