The Journal of the Korea Contents Association (한국콘텐츠학회논문지)

The Korea Contents Association (한국콘텐츠학회)
권호 표지
DOI QR코드

DOI QR Code

The Effect of Service Authenticity and Service Quality on the Customer Satisfaction and Customer Loyalty in Financial Investment Company

금융투자회사의 서비스진정성, 서비스품질이 고객만족과 고객충성도에 미치는 영향

  • 윤제범 (서울벤처대학원대학교 융합산업학과) ;
  • 박현숙 (서울벤처대학원대학교 융합산업학과)
  • Received : 2016.01.12
  • Accepted : 2016.02.02
  • Published : 2016.03.28
Download PDF
⟨ Previous Next ⟩

Abstract

This study aims to examine effects of service authenticity and service quality on the customer satisfaction and customer loyalty in mediation of customer trust in financial investment company. This research model was validated by the statistical tool of SPSS18.0 and AMOS18.0 using survey data collected from the experienced of financial investment company. The results of this study are summarized as follows. First, service process authenticity has a significant effect with customer satisfaction and customer oriented authenticity has a significant effect with customer satisfaction in mediation of customer trust. Second, service quality(tangibility, reliability, assurance, empathy, except responsiveness) has a positive effect(empathy is the highest of all) with customer satisfaction and the importance of service authenticity and service quality can be confirmed from customer satisfaction and customer loyalty. Third, customer satisfaction and customer loyalty as well as trust and satisfaction have significant effects between them, but there have no significance between trust and loyalty. Finally, this study suggests directions of marketing strategy through build up trust in a strong relationship with the existing loyal customer in financial investment company.

본 연구는 금융투자회사에서의 서비스진정성과 서비스품질 차원이 고객 만족, 고객충성도에 미치는 영향을 확인하고 고객신뢰의 매개효과를 검증하고자 하였다. 이를 위해 금융투자회사 이용경험이 있는 고객을 대상으로 수집한 자료를 SPSS18.0 및 AMOS18.0 통계패키지를 이용하여 검증하였다. 분석결과는 다음과 같다. 첫째, 서비스 진정성 중 서비스과정진정성은 고객만족과 정의 유의한 관계가 확인되었고, 고객지향진정성은 신뢰를 매개로 고객만족에 유의한 영향을 미쳤다. 둘째, 서비스품질 5개 차원 중 반응성을 제외한 유형성, 신뢰성, 확신성, 공감성은 고객만족에 유의한 영향을 미쳤고, 공감성이 가장 높은 영향력을 보여주었다. 셋째, 고객신뢰, 고객만족, 고객충성도의 관계에서 고객신뢰는 고객만족과, 고객만족은 고객충성도와 유의한 관계를 보였으나, 고객신뢰와 고객충성도간에는 유의한 관계가 없었다. 따라서 금융투자회사는 서비스진정성과 서비스품질 제고를 통해 기존 충성고객과의 관계유지 및 신뢰도 제고를 위한 마케팅전략을 제고해야 할 필요가 있을 것이다.

Keywords

References

  1. K. P. Gwinner, D. D. Gremler, and M. J. Biter, "Relational Benefits in Services Industries: The Customer's Perspective," J of the Academy of Marketing Science, Vol.26, No.2, pp.101-114, 1998. https://doi.org/10.1177/0092070398262002
  2. M. Greenbaum, "Emotional Intelligence Takes Customer Loyalty to A Higher Level," Boardwatch Magazine, Vol.14, No.7, pp.120-121, 2000.
  3. M. Banwari and M. L. Walfried, "Why Do Customers Switch? The Dynamics of Satisfaction Versus Loyalty," The J of Services Marketing, Vol.12, No.3, pp.177-194, 1998. https://doi.org/10.1108/08876049810219502
  4. 김상희, "판매원의 서비스는 꾸며진 것인가? 진정한 것인가? :판매원의 감정노동에 관한 고객의 지각된 진정성이 서비스품질평가에 미치는 영향," 마케팅연구, 제24권, 제3호, pp.1-33, 2009.
  5. 이상석, "은행서비스에서의 서비스품질, 고객만족도 및 교차구매의도간의 관계연구;한.중은행간 비교," 기업경영연구, 제19권, 제1호, pp.83-106, 2012.
  6. http://fisis.fss.or.kr/fss/fsi/id/fssmain.jsp.
  7. 전외술, 박성규, "서비스종업원진정성에 대한 고객지각이 서비스품질, 만족, 신뢰 및 충성도에 미치는 영향," 국제지역연구, 제17권, 제2호, pp.163-181, 2013.
  8. 이현복, "금융산업의 사회적 자본이 금융서비스 품질 및 금융소비자 고객만족에 미치는 영향," 고객만족경영연구, 제16권, 제3호, pp.41-65, 2014.
  9. J. H. Gilloner and B. J. Pine II, What Consumer Really Want:Authenticity, Havard Business School Press, 2007.
  10. L. L. Price, E. J. Arnould, and S. L. Deibler, "Consumers' Emotional Responses to Service Encounters:The Influence of the Service Provider," International J of Service Industry Management, Vol.6, No.3, pp.34-63, 1995. https://doi.org/10.1108/09564239510091330
  11. S. Harter, "Authenticity," Handbook of positive psychology, C. R. Synder and Shane J. Lopez(eds.), Oxford, UK:Oxford University Press, pp.382-394, 2002.
  12. R. J. Erickson, "Our Society, Ourselves: Becoming Authentic In An Authentic World," Advanced Development, Vol.6, pp.27-39, 1994.
  13. S. Zickmund, "Deliberation, Phronesis and Authenticity: Hedegger's Early Conception of Rhetoric," Philosophy and Rhetoric, Vol.40, No.4, pp.406-415, 2007.
  14. G. A. Fine, "Crafting authenticity: The Validation of Identity in Self-Taught Art," Theory and Society, Vol.32, pp.153-180, 2003. https://doi.org/10.1023/A:1023943503531
  15. M. H. Kernis, "Toward A Conceptualization of Optimal Self-Esteem," Psychological Inquiry, Vol.14, pp.1-26, 2003. https://doi.org/10.1207/S15327965PLI1401_01
  16. K. F. Winsted, "Evaluating Service Encounter: A Cross-Cultural and Cross-Industry Exploration," J of Marketing Theory and Practice, Vol.7, pp.106-123, 1999. https://doi.org/10.1080/10696679.1999.11501833
  17. K. D. Neff, K. M. Brabeck, and L. K. Kearney, "Relationship Styles of Self-Focused Autonomy, Other-Focused Connection and Mutuality Among Mexican-American and European American College Students," J of Social Psychology, Vol.146, No.5, pp.568-590, 2006. https://doi.org/10.3200/SOCP.146.5.568-590
  18. 황중국, B2B 산업에서 기업의 진정성 및 서비스 품질이 구매자의 지각된 관계품질과 재구매의도에 미치는 영향:주문품 제조업을 중심으로, 금오공과대학교 대학원 경영학과, 박사학위논문, 2014.
  19. 이미향, 서비스판매원의 진정성이 서비스품질 및 고객만족에 미치는 영향, 영남대학교 대학원 경영학과, 박사학위논문, 2012.
  20. N. J. Sirianni, M. J. Bitner, S. W. Brown, and N. Mande, "Branded Service Encounters: Strategically Aligning Employee Behavior with The Brand Positioning," J of Marketing, Vol.77, pp.108-123, 2013.
  21. P. A. Dabholkar, C. D. Shepherd and D. I. Thorpe, "A Comprehensive Framework for Service Quality: An Investigation of Critical Conceptual and Measurement Issues Through A Longitudinal Study," J of Retailing, Vol.76, No.2, pp.139-173, 2000. https://doi.org/10.1016/S0022-4359(00)00029-4
  22. C. Gronroos, Service Management and Marketing:A Customer Relationship Management Approach, 2nd ed. West Sussex:John Wiley & Sons, Ltd., 2000.
  23. L. Fogli, Customer Service Delivery, San Francisco:Jossey-Bass. 2006.
  24. C. T. Liu, Y, M. Guo, and C. H. Lee, "The Effects of Relationship Quality and Switching Barriers on Customer Loyalty," International J of Information Management, Vol.31, pp.71-79, 2001.
  25. A. Parasuraman, V. A. Zeithaml, and L. L. Berry, "SERVQUAL:Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality," J of Retailing, Vol.64, No.3, pp.12-40, 1988.
  26. J. M. Carman, "Consumer Perceptions of Service Quality:An Assessment of The SERVQUAL Dimensions," J of Retailing, Vol.66, No.1, pp.33-55, 1990.
  27. J. J. Cronin and S, A, Taylor, "Measuring Service Quality: A Reexamination and Extension," J of Marketing, Vol.56, No.3, pp.55-68, 1992. https://doi.org/10.2307/1252296
  28. K. Bahia and J. Nantel, "A Reliable and Valid Measurement Scale for The Perceived Service Quality of Banks," The International J of Bank Marketing, Vol.18, No.2, p.84, 2000. https://doi.org/10.1108/02652320010322994
  29. A. Gilmore, Service Marketing and Management, 1st ed. London: Sage Publication Ltd., 2003.
  30. S. K. Jain and G. Gupta, "Measuring Service Quality:SERVQUAL vs. SERVPERF Scales, VIKALPA, Vol.29, No.2, pp.25-37, 2004.
  31. O. M. Karatepe, U. Yavas, and E. Bahakus, "Measuring Service Quality of Banks Scale Development and Validation," J of Retailing and Consumer Services, Vol.12, pp.373-383, 2005. https://doi.org/10.1016/j.jretconser.2005.01.001
  32. J. D. Curran, E. Rosen, and C. Surprenant, "The Development of Trust:An Alternative Conceptualization," in Anderson, P.(Eds), EMAC Proceedings, Annual Stockholm: European Marketing Academy, pp.110-130, 1998.
  33. C. Moorman, G. Zaltman, and R. Deshpande, "Relationship between Providers and Users Market Research:The Dynamics of Trust Within and Between Organizations," J of Marketing Research, Vol.29, No.3, pp.314-328, 1992. https://doi.org/10.2307/3172742
  34. N. M. Kassim and N. A. Abdullah, "Customer Loyalty in A E-commerce Settings: An Empirical study," Electronic Markets, Vol.18, No.3, pp.275-290, 2008. https://doi.org/10.1080/10196780802265843
  35. B. D. Foster and J. W. Cadogan, "Relationship Selling and Customer Loyalty: An Empirical Investgation," Marketing Intelligence and Planning, Vol.18, No.4, pp.185-199, 2000. https://doi.org/10.1108/02634500010333316
  36. F. Selnes, "Antecedent Consequences of Trust and Satisfaction in Buyer-Seller Relationships," "European J of Marketing, Vol.32, No.3, pp.305-322, 1998. https://doi.org/10.1108/03090569810204580
  37. R. L. Oliver, "Measurement and Evaluation of Satisfaction Process in Retail Settings," J of Retailing, Vol.57, No.3, pp.25-48, 1981.
  38. R. L. Oliver, "A Cognitive Model of The Antecedents and Consequences of Satisfaction Decisions," J of Marketing Research, Vol.17, No.4, pp.460-469, 1980. https://doi.org/10.2307/3150499
  39. 최덕철, "고객만족-고객충성도간의 관계에서 관계품질의 매개효과와 관계길이의 조절효과," 마케팅논집, 제20권, 제3호, pp.65-89, 2012.
  40. L. Giese and J. Cote, "Defining Consumer Satisfaction," Academy of Marketing Science Review. Jan., 2000.
  41. A. Zaim and T. Cheng, "An Empirical Study of Employee Loyalty, Service Quality and Firm Performance in The Service Industry," International J of Production Economics, Vol.124, No.1, p.109, 2010. https://doi.org/10.1016/j.ijpe.2009.10.015
  42. P. Mengi, "Customer Satisfaction with Service Quality: An Empirical Study of Public and Private Sector Banks," The IUP J of Management Research, Vol.8, No.9, pp.7-17, 2009.
  43. S. A. Kumar, B. T. Mani, S. Manhalingan, and M. Vanjikovan, "Influence of Service Quality on Attitudinal Loyalty in Private Retail Banking:An Empirical study," IPU J of Management Research, Vol.4, No.4, pp.21-38, 2010.
  44. I. Ahmed, M. Nawaz, A. Usman, M. Shaukat, and H. Iqball, "Impact of Service Quality on Customers' Satisfaction: Empirical Evidence From Telecom Sector of Parkistan," Interdisciplinary J of Contemporary Research in Business, Vol.1, No.12, pp.98-113, 2010.
  45. T. Levesque and G. Mcdougall."Determinants of Customer Satisfaction in Retail Banking," International J of Bank Marketing, Vol.14, No.7, pp.12-20, 1996. https://doi.org/10.1108/02652329610151340
  46. A. Jamal and K. Naser, "Factors Influencing Customer Satisfaction in The Retail Banking Sector in Pakistan," International J of Commerce and Management, Vol.13, No.2, pp29-53, 2003. https://doi.org/10.1108/eb047465
  47. D. D. Gremler and S. W. Brown, "Service Loyalty:Its Nature, Importance and Implications," in B. Edvardsson, S. W. Brown, R. Johnston and E. E. Schuing(eds), Proceedings of The American Marketing Association, Chicago, pp.171-180, 1996.
  48. R. L. Oliver,"Whence Consumer Loyalty?," J of Marketing, Vol.63, No.3, pp.33-44, 1999.
  49. J. Singh and D. Sirdeshmukh, "Agency and Trust Mechanism in Relational Exchanges," J of Marketing, Vol.66, No.1, pp.15-37, 2002. https://doi.org/10.1509/jmkg.66.1.15.18449
  50. N. Ndubisi, "Customer Loyalty and Antecedent A Relational Marketing Approach," Allied Academies International conference, Academy of Marketing Studies Proceedings, Vol.10, No.2, pp.49-54, 2005.
  51. P. Pfeifer, "The Optimal Ratio of Acquisition and Retention Costs," J of Targeting, Measurement and Analysis for Marketing, Vol.13, No.2, pp.178-188, 2005.
  52. R. Gee, G. Coates, and M. Nicholson, "Understanding and Profitably Managing Customer Loyalty," Marketing Intelligence and Planning, Vol.26, No.4, pp.359-374, 2008. https://doi.org/10.1108/02634500810879278
  53. R. Garland and P. Gendall, "Testing Dick and Basu's Customer Loyalty Model," Australasia Marketing Journal, Vol.12, No.3, pp.81-87, 2004. https://doi.org/10.1016/S1441-3582(04)70108-1
  54. M. Bruhn and M. A. Grund, "Theory, Development and Implementation of National Customer Satisfaction Indices:The Swiss Index of Customer Satisfaction(SWICS)," Total Quality Management, Vol.11, No.7, pp.1017-1028, 2000. https://doi.org/10.1080/09544120050135542
  55. A. A. Grandey, "Emotion Regulation in Work Place; A New way to Conceptualized Emotional Labor," J of Occupational Health Psychology, Vol.5, No.1, pp.95-110, 2000. https://doi.org/10.1037/1076-8998.5.1.95
  56. 백인아, 기업의 진정성: 척도개발과 타당성검증, 동아대학교대학원 경영학과, 박사학위논문, 2013.
  57. B. E. Ashforth and R. H. Humphrey, "Emotional Labor in Service Roles: The Influence of Identity," Academy of Management Review, Vol.18, No.1, pp.88-115, 1993. https://doi.org/10.5465/amr.1993.3997508
  58. B. M. DePaulo, "Nonverbal Behavior and Self- Presentation," Psychological Bulletin, Vol.111, No.2, pp.203-243, 1992. https://doi.org/10.1037/0033-2909.111.2.203
  59. A. Rafaeli and R. I .Sutton, "Expression of Emotion As Part of The Work Role, "Academy of Management Review, Vol.12, No.1, pp.23-37, 1987. https://doi.org/10.5465/amr.1987.4306444
  60. A. A. Grandey, "When The Show Must Go On: Surface Acting and Deep Acting As Determinants of Emotional Exhaustion and Peer-rated Service Delivery," Academy of Management Journal, Vol.46, No.1, pp.86-96, 2003. https://doi.org/10.2307/30040678
  61. 오윤석, 외식산업의 전략적 성과평가모형 구축에 관한 연구, 경기대학교, 박사학위논문, 2003.
  62. T. Henning-Thurau, G. M. P. Markus, and D. G. Dwayne, "Are All Smile Equal? How Emotional Contagion Emotional Labor Affect Service Relationships," J of Marketing, Vol.70, pp.58-73, 2006. https://doi.org/10.1509/jmkg.70.3.58
  63. D. D. Gremler and K. P. Gwinner, "Customer-Employee Rapport in Service Relationships," J of Service Research, Vol.3, No.1, pp.82-104, 2000. https://doi.org/10.1177/109467050031006
  64. J. J. Cronin, M. K. Brady, and G. T. M. Hult, "Assessing The Effects of Quality, Value and Customer Satisfaction on Consumer on Consumer Behavioal Intentions in Service Environments," J of Retailing, Vol.76, No.2, pp.193-218, 2000. https://doi.org/10.1016/S0022-4359(00)00028-2
  65. F. J. Kelly and H. M. Kelly, "What They Really Teach You At The Harvard Business School," Harvard Business School, 1992.
  66. H. M. Nguyen, T. H. Nguyen, C. A. Phan, and M. Yoshiki, "Service Quality and Customer Satisfaction:A Case Study of Hotel Industry in Vietnam, "Asian Social Science, Vol.11, No.10, pp.73-85, 2015.
  67. 이유재, 김주영, 김재일, "서비스산업의 현황에 대한 실증연구," 소비자학연구, 제7권, 제2호, pp.129-157, 1996.
  68. 이한우, 하규수, "증권회사의 지속적 사용의도 결정요인에 관한 연구:신뢰도 및 고객만족도의 조절효과를 중심으로," 한국산학기술학회, 제16권, 제3호, pp.1832-1843, 2015. https://doi.org/10.5762/KAIS.2015.16.3.1832
  69. 박선호, 은경완, "2014증권산업전망," 메리츠증권리서치센터, 2014.
  70. B. Schneider and D. E. Bowen, "The Service Organization: Human Resources Management Is Crucial," Organizational Dynamics, Vol.21, No.4, pp.39-52, 1993. https://doi.org/10.1016/0090-2616(93)90032-V
  71. 한상린, "산업재시장에서 구매자-공급자관계의 선행변수와 거래성과에 관한 연구," 유통연구, 제8권, 제1호, pp.1-9, 2003.
  72. S. A. Alkhattab and J. S. Aldehayyat, "Perceptions of Service Quality in Jordanian Hotels," International J of Business and Management, Vol.6, No.7, pp.226-233, 2011.
  73. M. S. Awwad, "An Application of American Customer Satisfaction-Index(ACSI) in Jordanian Mobile Phone Sector," The TQM Journal, Vol.24, No.6, pp.529-541, 2012. https://doi.org/10.1108/17542731211270098
  74. J. C. Anderson and J. A. Narus, "A Partnering As A Focused Market Strategy," California Management Review, Vol.33, No.3, pp.95-113, 1991. https://doi.org/10.2307/41166663
  75. D. F. Spake and J. S. Bishop, The Impact of Perceived Closeness on Differing Roles of Satisfaction, Trust, Commitment, and Comfort on Intention to Remain with A Physician," Health Marketing Quarterly, Vol.26, No.1, pp.1-15, 2009. https://doi.org/10.1080/07359680802473281
  76. V. A. Zeithaml, A. Wilsm, and M. J. Bitner, Services Marketing 4 ed, New Delhi: The McGraw-Hill Comanies, 2008.
  77. R. M. Morgan and S. D. Hunt, "The Commitment-Trust Theory of Relationship Marketing," J of Marketing, Vol.58, pp.20-28, 1994.
  78. D. H. McKnight and N. L. Chervany, What Trust Means In E-commerce Customer Relationship," International J of Electronic Commerce, Vol.6, No.2, pp.35-59, 2002.
  79. L. Santouridis and P. Trivellas, "Investigating The Impact of Service Quality and Customer Satisfaction on Customer Loyalty in Mobile Telephony in Greece," TQM Journal, Vol.22, No.3, pp.330-343, 2010. https://doi.org/10.1108/17542731011035550
  80. 송지준, 논문작성에 필요한 SPSS/AMOS 통계 분석방법, 개정2판, 21세기사, 2014.