몽골 은행서비스의 기업이미지와 서비스충성도

• 영문명: Corporate Image and Service Loyalty in Bank Service Settings of Mongolia
• 발행기관: 한국몽골학회
• 저자명: 최철재(Chul Jae Choi) 미야그마르 두게르자브(Myagmar Dugerjav)
• 간행물 정보: 『몽골학』제36호, 181~206쪽, 전체 26쪽
• 주제분류: 인문학 > 기타인문학
• 파일형태: PDF
• 발행일자: 2014.02.28

영문 초록

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.

목차

1. 서론

2. 이론적 선행연구

3. 연구가설의 설정

4. 조사 설계

5. 실증분석

6. 결론 및 시사점

키워드

service quality corporate image customer satisfaction trust loyalty