相互貯蓄銀行의 顧客滿足에 관한 實證的 硏究

An Empirical Study of Customer Satisfaction on Mutual Savings Bank

&nbsp;&nbsp;This study describes not only customers satisfaction and dissatisfaction factors but also the factors which customers regard as important ones, and examines customers&quot; expectation and its difference to provide mutual savings banks with basic material for establishment of customer satisfaction strategies. 270 customers of mutual savings banks were surveyed in Gyeongbuk province.<BR>&nbsp;&nbsp;The results of the study were as follows:<BR>&nbsp;&nbsp;First, most of customers were satisfied with service quality of mutual savings banks. However, satisfactions was found to be rather low considering importance of all of the factors recognized by customers.<BR>&nbsp;&nbsp;Second, the study examined what factors had direct relations with customers satisfactions and dissatisfactions: The banks&quot; customers were directly influenced by reliability, friendliness, product features, regions and convenience, etc.<BR>&nbsp;&nbsp;Third, the mutual savings banks&quot; customers highly expected service quality and actually thought of it very strongly. There was much difference of service quality which customers thought of: In other words, customers highly expected service quality. Considering such results, financial institutions&quot; employees were found not to make active efforts to improve service quality for their customers.<BR>&nbsp;&nbsp;Fourth, the banks&quot; customers had difference at important parts of transactions importance. They said that reliability on following matters was important: staffs&quot; specialty and exact processing, attitudes dealing with customers impartially, positive counteractions against customers&quot; complaints, and product safety, etc.<BR>&nbsp;&nbsp;Fifth, financial institutions&quot; service quality had demographic statistics difference: The service quality had significant difference only depending upon marital status and monthly income.