지방은행의 관계의 질 영향요인, 관계의 질, 그리고 관계마케팅 성과에 관한 연구
Relationship between Influencing Factors of Relationship Quality of Banks, Relationship Quality, and Relationship Marketing Performance
지방은행 관계의 질 관계마케팅;
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Purposes of this study are following; First, we are to review influencing factors of relationship quality, relationship quality, and performance of relationship marketing theoretically. Second, we are to build the applicable model on above the variables and to analyze the hypothesis of study from the model. Third, we are to elicit the marketing strategies from the results. The results of the research hypotheses are as follows: First, the influencing factors such as customer orientation, competence, interaction, and customers' D/B had a positive effect on the quality of relationship marketing. Second, the quality of relationship marketing such as satisfaction had a positive effect on the reliability. Third, the quality of relationship such as satisfaction and reliability had a positive effect on the relationship marketing performance. The managerial implications of this study are following; First, banks need the thoughts of customer orientation. Market situation is going to competitive. Banks want to satisfy the customers they behavior so kindly and educate tellers periodically. Second, customers have some problems, banks try to resolve them. Banks to do that, employees have to be problem solving education. Third, banks need the room to communicate each other. If there are new goods and financial programs, banks communicate with customers through on-off line media. Fourth, banks need to build customer's D/B. To provide specialized and differentiated service to customer, banks build D/B to do one to one marketing. Fifth, to maintain the long term relationship, banks build customers' satisfaction and reliability. The limitations of this study were as follows. First, we used subjective indicators when evaluating variables. Our results thus could have incorrectly assessed variables through the consumer's subjectivity. Second, geography was one of the limitations. We selected respondents in Masan, Changwon and so on. Thus it was difficult to generalize the results of study. Third, validity and reliability of questionnaires used in this study were questionable for lack of past researches in Korea. Fourth, static research technique was employed in this study. Generalization over different time interval was almost impossible from results of this study.