몽골 은행서비스의 기업이미지와 서비스충성도

Corporate Image and Service Loyalty in Bank Service Settings of Mongolia

The importance of corporate image has been widely known as service sector is growing and fierce competition is expanding over nation borders. Even though importance role of corporate image in bank service setting specially, there are no much research that related this variable. Accordingly, the purpose of this study is to describe the role of corporate image in the relationship between service quality and customer satisfaction, and to show steps of relationship formation with customers such as customer satisfaction, trust, and loyalty in Mongolia. In order to achieve goals, a hypothesis and a model of the study were established based on previous literature search. Questionnaire was distributed to customers of Mongolian Banks to verify the research hypothesis. Data selected from returned questionnaires was analyzed through the statistical package, SPSS 18.0 and AMOS 18.0. Analysis firstly showed that the role of corporate image was important in the relationship between service quality and customer satisfaction. Secondly, customer satisfaction has an influence both of trust and loyalty, but trust was no effects on loyalty. Specially, customer satisfaction has a great influence on trust. Based on the research findings, the researcher suggests strategic direction for providing effective bank services in Mongolia.