프라이빗뱅킹 이용자의 만족도와 지속거래 및 추천의도에 관한 연구

A Study on Satisfaction, Continuous Transaction and Recommendation Intention of Private Banking Users

In this study, in order to identify the satisfaction factors of private banking users, to induce sustainable transactions in the future, and to contribute to the activation of private banking through recommendations by others, important variables among tasks undertaken at the private banking center were accumulated through prior research and targeted for K Bank. As a result of the overall situation, it can be seen that over 3 billion of wealthy people have a relatively high education level of college graduates or higher, the proportion of men in their 40s, metropolitan areas, and men, and it is judged that they are using private banking in selected occupational groups. As a result of the structural equation, first, the factors affecting user satisfaction were 0.193 for real estate service characteristics, 0.037 for indirect investment service characteristics, 0.133 for legal and tax service characteristics, and 0.262 for additional service characteristics, showing a significant level at P<0.05. Second, factors influencing continued private banking transactions were real estate service characteristics of 0.149, indirect investment services characteristics of 0.019, and legal and tax services characteristics of 0.129, showing significant results at P<0.05. Third, the influence of user satisfaction on continuous transactions was 0.625, and the influence of user satisfaction on recommendation intention was 0.708, which had a positive effect. Fourth, the influence relationship on the recommendation intention of sustained transaction price is 0.763. As a result of this study, meaningful results were derived by measuring the satisfaction of private banking users, but there is a limit to the spatial scope of Seoul and the metropolitan area. In addition, there is a limit to representing all private banking users targeting a customer of one of the commercial banks. Therefore, future studies will propose a study targeting private banking users for all banks, and a study on strategic plans for profitability of private banking centers will also be needed.