부동산금융활동 평가모형 개발

Development of Evaluation Model for the Real Estate Financing

본 연구는 부동산금융활동이 지방 금융기관의 경영성과에 미치는 영향력을 실증적으로 평가함으로써, 향후 지방 금융기관의 경영관리적 측면에서의 발전적인 과제를 제시하고자 하였다. 이를 위해 본 연구에서는 지방은행의 부동산금융마케팅을 구성하는 내부마케팅, 관계 마케팅, 마케팅믹스 전략과 그에 따른 경영성과로서의 재무적 성과와 비재무적 성과 간의 영향력을 파악하기 위한 실증분석을 시도하였으며, 그 결과는 크게 4가지로 집약된다. 첫째, 본 연구에서는 3개 지방은행의 부동산금융활동을 평가하기 위해 요인점수를 이용하여 평가치를 구한 결과, 기업의 금융활동에는 마케팅믹스 > 내부마케팅 > 관계마케팅 순으로 영향력을 가지고 있는 것으로 나타났다. 둘째, 3개 지방은행의 내부마케팅 변수들은 재무적 성과에는 높은 영향력을 가지고 있으나, 비재무적 성과에는 부정적 영향을 미치고 있는 것으로 평가되었다. 셋째, 관계마케팅에 대해서 응답한 은행종사자들은 재무적 성과에는 부정적 영향을 미치고 있으며, 비재무적 성과에는 (+)의 영향을 주고 있다고 평가하고 있는 것으로 나타났다. 넷째, 마케팅믹스는 재무적 성과에는 유의성이 없지만, 비재무적 성과에는 유의한 영향을 나타낸 것으로 보이는 데, 마케팅믹스가 가장 중요한 금융활동임에도 불구하고, 그에 대한 면밀한 설계와 시행이 없음을 나타내는 결과로 보인다. 반면에, 마케팅믹스는 비재무적 활동에는 유의한 영향을 미치는 것으로 평가하고 있었다.

The purpose of this study was to develop an evaluation model for the real estate financing marketing and then evaluated the real estate financing cases of 3 regional banks. For the sake of the research purpose, this study adopted the evaluation methodology, suggested in the previous article, using the factor score coefficients as weighting factors, by which the weakness of the traditional evaluation methodology could be solved. Traditional evaluation methodology had estimated its coefficients using the arithmetic mean, by which the estimates had been interpreted with bias and distortion. The methodology adopted in this study could evaluate the object cases objectively and could reflect the attributes of data which were collected from the questionnaires. This study was performed at the two stage. At first stage, an evaluation model was suggested and applied to the case of 3 regional banks. At second s tage, this s tudy proposed a structural equation model for estimating the relationship empirically between real estate financing marketing and the performance of the regional banks. From the empirical survey of this study, using the second structural equation model, conclusion could be summarized largely as follows; First, the survey of this study found that the variable of marketing mix was the most influencing factor for real estate financing, and then the inside marketing was more than that of the relation marketing. At second, the factors of inside marketing were evaluated to have high positive influence on the financial performance but negative influence on the non-financial performance. At third, bank employees who answered questions on relation marketing evaluated to say that there are negative influence on financial performance while there is positive (+) influence on non-financial performance. At fourth, marketing mix has low significance on the financial performance but showed strong influence on non-financial performance. Despite such result, C bank, with high business performance, proved not only to have had significant affect on non-financial performance but also had significant affect on financial performance, too. The strategy to improve the business performances of the regional banks, adapted in this study, had been suggested.