CHOSUN

은행의 서비스 품질이 고객 충성도에 미치는 효과 : 신뢰와 호혜성 지각의 매개효과 고찰

Metadata Downloads
Author(s)
박진숙
Issued Date
2019
Abstract
This study divided the service quality dimensions into environmental factors, communication factors and reactive factors to measure the quality of service of banks, and looked at the psychological mechanism of trust and reciprocal perception in relation to these variables to customer loyalty.
The analysis confirmed that trust is partially mediated in the relationship between 'environmental factors & reactive factors → trust → customer loyalty'. In addition, the relationship between 'communication factors → trust → customer loyalty' confirmed that trust plays a full-mediation role. In addition, the relationship between 'environmental factors & communication factors → reciprocal perception → customer loyalty' also confirmed that the reciprocal perception plays a partial-mediation role. And reciprocity played a full-mediation role in the relationship between 'reactive factors → reciprocal perception → customer loyalty'.
Alternative Title
The Effect of Bank Service Quality on Customer Loyalty: The Mediating Role of Trust and Reciprocity
Alternative Author(s)
Park, Jin Suk
Department
경영대학원 경영학석사학위과정
Advisor
박종철
Awarded Date
2019. 8
Table Of Contents
목 차
Ⅰ .서 론 ··········································································5
1. 문제제기 ·····································································5
2. 연구문제 ····································································6

Ⅱ. 이론적 배경 ································································7
1.서비스품질 ·············································7
2. 서비스품질요인 ·················································9

Ⅲ. 연구가설 설정 ··························································10
1. 환경적 요인 ························································10
2. 의사소통 요인 ···················································11
3. 반응성 요인 ··························································12
4. 호혜성 지각이 은행 신뢰형성에 미치는 영향 ··········13
5. 신뢰와 호혜성 지각이 고객충성도에 미치는 영향 ·········14

Ⅳ. 연구방법 및 실증분석 ················································16
1. 표본설계 및 자료수집 ··················································16
2. 변수측정 ··························································19
3. 분석방법 ··························································22

Ⅴ. 연구결과 ································································23
1. 서비스품질(요인분석) ·················································23
2. 신뢰성과 타당성 분석 ················································26
3. 연구가설검정 ··················································28
4. 매개효과검증 ·······················································31

Ⅵ. 결 론 ·····························································36
1. 연구요약 ····················································36
2. 연구의 시사점 ·····················································36

【참고문헌】 ···········································38

부 록 (설문지) ························································43
Degree
Master
Publisher
조선대학교 경영대학원
Citation
박진숙. (2019). 은행의 서비스 품질이 고객 충성도에 미치는 효과 : 신뢰와 호혜성 지각의 매개효과 고찰
Type
Dissertation
URI
https://oak.chosun.ac.kr/handle/2020.oak/1695
http://chosun.dcollection.net/common/orgView/200000267500
Appears in Collections:
Business > Theses(Master)(경영대학원)
Authorize & License
  • AuthorizeOpen
Files in This Item:

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.