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A Startegy to Improve Customer Satisfaction in Mutuality Bank: Focus on Suhyup
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 Title & Authors
A Startegy to Improve Customer Satisfaction in Mutuality Bank: Focus on Suhyup
Cho, Yong-Jun; Park, Chun-Gun;
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 Abstract
The public banking market (the main eld of the second banking sector) faces increased competition du to the expansion of the rst banking sector. In this situation, Customer Satisfaction Management(CSM is emerging as a core business factor to create continuous growth without competitive exclusion because it is possible to churn management and draw an advocate customer. In this pa- per, with Suhyup mutuality bank as a sample for research, I have looked for necessary Customer Satisfaction(CS) factors and deduced a Customer Satisfaction Index(CSI), Customer Loyalty and Net Promoter Score(NPS) of detail factors in CS through a survey. Based on these result, the strategic factors required to improve CS were found and strategic directions for CS were proposed through a CS portfolio analysis.
 Keywords
Customer satisfaction;CSI;CS Portfolio;mutuality bank;NPS;
 Language
Korean
 Cited by
1.
금융소비자 특성별 금융서비스 중요 요인에 대한 탐색 연구,천성용;

한국경영과학회지, 2011. vol.36. 4, pp.125-141
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