한국경영과학회지 (Journal of the Korean Operations Research and Management Science Society)

  • 제41권1호
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  • Pages.71-85
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  • 2016
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  • 1225-1119(pISSN)
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  • 2733-4759(eISSN)
한국경영과학회 (The Korean Operations Research and Management Science Society)
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은행서비스의 다채널 별 서비스 품질 평가가 고객 만족 및 충성도에 미치는 영향

Assessing the Effects of Multi-Channel Service Quality on Customer Satisfaction and Loyalty in Retail Banking

  • 김지영 (연세대학교 경영대학 경영연구소)
  • Kim, Jiyoung (Yonsei Business Research Institute, Yonsei University)
  • 투고 : 2015.12.03
  • 심사 : 2015.12.09
  • 발행 : 2016.02.29
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초록

Service channel environments have changed dramatically with the advent of new, online digital channels. This article studies the effects of perceived multi-channel service quality on customer satisfaction and loyalty in the banking industry and the moderating role of age, which is a characteristic of customers. The objective is to identify the quality factors that affect the overall satisfaction and loyalty of a multi-channel customer. A quantitative study was conducted on 900 customers, with the main targets being users of the nine primary Korean retail banks. Results show that perceived service quality of the physical environment, human service, Internet banking, mobile banking, and ATM has a positive influence on overall satisfaction and loyalty. Age moderates the relationship among physical environment quality, human service, and customer loyalty.

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