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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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Purpose: The research seeks to test a model examining the links between perceived quality of bank, bank image, affective satisfaction, affective trust and then the links between affective satisfaction, affective trust and customer loyalty.
Research design, data, and methodology: A survey study was conducted to collect the data with consumers who have services experience in retailing banks. Analysis was conducted using SPSS 23.0 and AMOS 20.0 to evaluate the factor structure, reliability, convergent and discriminant validity. Analysis of structural equation modeling(SEM) was performed to test the research hypothesis.
Results: The results of the study are as follows: First, perceived quality of bank was significantly related to both bank image and affective trust, but not related to affective satisfaction. Second, bank image was significantly related to affective satisfaction, but not related to affective trust. Third, affective satisfaction was significantly related to both affective trust and customer loyalty. Finally, affective trust was significantly related to customer loyalty.
Conclusions: It demonstrated that perceived quality of bank affects affective trust, which in turn leadings to customer loyalty, while bank image affects affective satisfaction, which in turn related to both affective trust and customer loyalty. Therefore, in order to increase of customer loyalty through consumers' perception and image to bank, marketers of bank have to place explicit on their customers' affective responses such as affective satisfaction and affective trust.
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참고문헌 (71)
참고문헌 신청
Akrout, H / 2016 / Affective Trust in Buyer-Seller Relationships : a Two-Dimensional Scale / Journal of Business and Industrial Marketing 31(2):260~273
Amin, M / 2013 / Islamic Banks : Contrasting the Drivers of Customer Satisfaction on Image, Trust, and Loyalty of Muslim and Non-Muslim Customers on Malaysia / International Journal of Bank Marketing 31(2):79~97
Anderson, J. C / 1990 / A Model of Distributor Firm and Manufacturer Firm Working Partnerships / Journal of Marketing 54:42~58
Anderson, P. H / 2006 / Emotions, Trust and Relationship Development in Business Relationships : A Conceptual Model for Buyer-Seller Dyads / Industrial Marketing Science 35(4):522~535
Anderson, R. E / 2003 / E-Satisfaction and E-Loyalty : A Contingency Framework / Psychology and Marketing 20:123~138
Amin, M / 2013 / Islamic Banks : Contrasting the Drivers of Customer Satisfaction on Image, Trust, and Loyalty of Muslim and Non-Muslim Customers on Malaysia / International Journal of Bank Marketing 31(2):79~97
Anderson, J. C / 1990 / A Model of Distributor Firm and Manufacturer Firm Working Partnerships / Journal of Marketing 54:42~58
Anderson, P. H / 2006 / Emotions, Trust and Relationship Development in Business Relationships : A Conceptual Model for Buyer-Seller Dyads / Industrial Marketing Science 35(4):522~535
Anderson, R. E / 2003 / E-Satisfaction and E-Loyalty : A Contingency Framework / Psychology and Marketing 20:123~138
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