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

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'.