금융소비자의 펀드 상품 설명 이해도에 대한 귀인과 상담사의 노력이 상담만족도에 미치는 영향 및 상담사 노력의 조절효과

Financial investment products have a relatively complex structure compared to non-investment financial products, so the explanation provided by a financial consultant regarding financial investment products is highly likely to affect customer satisfaction with financial consulting. Before signing up for a financial investment product, a financial consumer receives consultation related to financial investment products from a financial consultant. In this process, the financial consumer perceives how well he/she understands the financial consultant’s explanation of the financial investment product. At this time, financial consumers may find that they do not clearly understand the financial consultant’s explanation. Financial consumers engage in act of finding the cause, or attribution, of their failure to clearly understand the financial products being explained to them, and evaluate the effort of the financial consultant to explain the financial product. Although attribution and the effort of a financial consultant are a phenomenon that occur frequently in the financial industry, there seems to be little literature on the phenomenon of the attribution of financial consumers and the effort of financial consultants between financial investment product consultants and customers. This study examined the effect of the attribution of the lack of understanding of financial consumers about the explanation of a fund investment product provided by the financial consultant and the perception of financial consumers regarding the effort of the financial consultant on the consumer consultant satisfaction together with the moderating effect of the effort of financial consultants between attribution and financial consultation satisfaction. Attribution was divided into internal attribution, attributable to the consumer himself/herself, and external attribution, attributable to the financial consultant. Financial consultant effort was measured by the consumer perception of whether the content and time provided during financial consultation were sufficient. A hierarchical regression analysis was conducted to investigate the relationship between consumer attribution, financial consultant effort, and financial consultation satisfaction. The study found the following. First, consumer attribution significantly influenced financial consultation satisfaction. More specifically, financial consultation satisfaction of external attribution was lower than that of internal attribution. Second, financial consultant effort positively influenced financial consultant satisfaction. Third, it was found that the influence of consumer attribution on financial consultation satisfaction was moderated by financial consultant effort. In other words, it was found that a financial consumer’s perception of the financial consultant effort (perception that the fund investment product consultation provided sufficient content and the length of the consultation was sufficient) positively moderated the influence of the financial consumer attribution on financial consultation satisfaction. This study describes the implications of the findings above for fund investment product consultants and financial institutions.