은행의 점포특성 및 서비스품질이 재이용의도에 미치는 영향에 관한 연구

A study on the effect of reuse intention based on the bank branch characteristics and the customer service quality

The study aimed the effect of the reuse intention for the service quality on the nine bank branches by surveying 710 bank users in Seoul; The data were analyzed to find out the causality between quality of services, customer satisfaction, a feeling and intention for reusing the bank branches. The quality of bank branch service was measured based on the SERVQUAL model and the structural equation model to observe the causal connection for the customer satisfaction by using the SPSS 20.0 &AMOS 20.0 package program. The following is the main results from the causality effect model that indicates the customer satisfaction and the feeling of reusing bank branches by the six quality factors of the service quality. First, it was shown that the service quality directly affected the customer satisfaction. Second, it was shown that the service quality directly affected the feeling and intention of reusing the bank branches. Third, the customer service quality was shown in order of priority in effects ; Reliability factor, Empathy factor, Accessibility factor, Responsiveness factor.