Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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Research on the decision factor in customer loyalty in securities companies : Focusing on reliability and customer satisfaction's moderating effects

증권회사의 지속적 사용의도 결정요인에 관한 연구 : 신뢰도 및 고객 만족도의 조절효과를 중심으로

  • Lee, Han-Woo (Department of management, Graduate School of Venture, Hoseo University) ;
  • Ha, Kyu-Soo (Department of management, Graduate School of Venture, Hoseo University)
  • 이한우 (호서대학교 벤처전문대학원 벤처경영학과) ;
  • 하규수 (호서대학교 벤처전문대학원 벤처경영학과)
  • Received : 2014.09.02
  • Accepted : 2015.02.12
  • Published : 2015.03.31
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Abstract

Recently, since the "Capital Market Consolidation Act" has been effective in 2009, the competition among the securities companies in Korean security market has been fierce. Thus, securities business lately are needed by the market environmental requirements rapidly changed for various strategies. The purpose of this study was to identify the effect of corporate attribute, employee attribute, financial product attribute securities on customer satisfaction, trust with the firm, and usage intention. As the subjects I selected the customer of securities in Seoul in 2014 and conducted survey with questionnaires. Among total 400, I chose 378 as the valid sample by convenience sampling. For the data process, I used SPSS 20.0 I verified the perspective hypotheses after testing reliability and validity of fit by the data process. The results are as following. First, it was shown that the sub-factors of corporate attribute, employee attribute, financial product attribute in securities as ethics, innovation, size, kind, professionalism, ethics, profitability and diversity had significant effect on usage intention. Second, the study confirms that reliability and satisfaction influences customer loyalty as moderate variable. The industrial and academic significance of this study is that it may serve as a useful base date to understand customer behavior and draw new strategies in a financial management environment.

최근 금융환경의 변화로 증권회사간의 경쟁이 더욱 거세짐에 따라, 경영성과 증진을 위한 다양한 전략이 요구되고 있다. 이에 본 연구는 증권회사의 서비스 품질을 기업속성, 직원속성, 금융상품속성으로 구분하고 이에 따른 신뢰도 및 고객만족도가 지속적 사용의도에 미치는 영향을 규명하였다. 연구대상은 각 증권회사의 실제 이용고객이며, 전체 표본 400부 중에서 378부를 최종 유효 표본으로 선정하였다. 분석은 SPSS 20.0을 활용하였고, 그 결과 첫째, 기업속성의 윤리성, 혁신성, 규모, 직원속성의 친절성, 전문성, 윤리성, 상품속성의 수익성과 다양성이 지속적 사용의도에 정적인 영향을 미치는 것으로 나타났다. 둘째, 신뢰도와 고객 만족도의 지속적 사용의도에 대한 조절효과가 확인되었다. 본 연구결과는 증권회사 고객의 선택행동을 이해하고 경영환경에서의 다양한 전략을 도출하는데 유용한 기초자료로 근거한다는 점에서 산업적 학문적 의의를 둘 수 있을 것이다.

Keywords

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