은행의 서비스품질이 서비스충성도에 미치는 영향에 관한 연구

Abstract

This study explores the main dimensions affecting perceived value, customer satisfaction, and service loyalty, and investigates the structural relationship with SERVQUAL and service loyalty by understanding the relative importance of multi-dimensionally identified banking service quality. To verify the hypotheses, a field research with 156 customers using banking services has been performed and the results are as follows. It is verified that three dimensions of service quality (process, outcome, and service environment) are the source forming service loyalty. All of the SERVQUAL dimensions positively affect perceived value making customer satisfaction increase and subsequently service loyalty is strengthened. This result corresponds with the previous researches regarding perceived value and customer satisfaction as the main antecedents to service loyalty, and implicates that customer satisfaction is improved by providing more valuable product or service, and furthermore loyalty is intensified through the customer satisfaction. In addition, the study has several implications. First, by investigating literature related to SERVQUAL, this study verifies how each of the quality dimensions such as 'process quality,' 'outcome quality,' and 'service environment quality' makes an influence to subsequent. The banking process quality is less important than the other two. Second, this study integrates two kinds of loyalty (behavioral and attitudinal loyalty) and develops a research model based on theoretical background. However, there are four limits in this research. First, because the suggested variables to measure SERVQUAL are not the absolute method, the future researches related to developing and refining the items to measure SERVQUAL reflecting customers' value should be continuously performed Second, generalizing the research result is difficult because the research subject has been limited to bank service. Therefore various other services should be considered for generalizing. Third, although three concepts (SERVQUAL, perceived value, and customer satisfaction) affecting service loyalty have been used, other factors such as trust and commitment should be included into the research model and elaborately analyzed the interaction. Fourth, loyalty is a dynamic concept formed as cumulating consuming experience and over time. However, it is difficult to perform a longitudinal research due to a survey attributes. Thus theoretical and managerial implications can be drawn in the future by considering time flow and longitudinal research.