금융기관의 조직 및 개인역량이 기업고객의 거래지속의도에 미치는 영향-신뢰의 매개효과를 중심으로- = The Impacts of Bank's and Salespersons’ Competences on Commitment to Relationship Maintenance of Corporate Customers -Focusing on the Mediation Effect of Trust-

다국어 초록 (Multilingual Abstract)

[Purpose] This paper examines how the banks' competencies(reputation, service quality, and switching costs) and salespersons' competencies(expertise, empathy, customer orientation, and switching costs) influence the customers' commitment to relationship maintenance with their trust Additioanlly, the moderating effects of salesperson contact frequency and corporate size are examined.
[Methodology] Based on a review of previous studies, eight research hypotheses were set up. To test these hypotheses, an online survey was conducted among employees experienced in commercial banking transactions, responsible for banking operations, and directly interacting with salespersons. The collected data were analyzed for reliability and validity, and the proposed research hypotheses were tested using Structural Equation Modeling (SEM).
[Findings] The results show that bank reputation and service quality significantly influence customers' commitment to relationship maintenance with a trust in bank Additionally, salesperson expertise, empathy, customer orientation, and switching strongly influence it. However, banks' digital financial capabilities and switching costs were found to have no significant influence. Notably, salesperson empathy was identified as a more critical factor than expertise, distinguishing this study from prior research.
[Implications] First, despite the rapid digitalization and the rise of non-face-to-face banking transactions, key factors influencing commercial banking relationships between bank and customer, are bank reputation, service quality, salesperson expertise, empathy, customer orientation, and switching costs related to salespersons. Therefore, banks should constantly manage reputation risk and enhance service quality, with a particular focus on tailored financial products and differentiated services in order to strengthen customer trust and satisfaction.
Second, salespersons play very important roles as intermediaries in fostering trust between banks and commercial customer. Thus, banks should perform structured training programs and competency development initiatives to enhance the empathy and expertise of their sales personnel.
Third, this study provides empirical validation of the importance of sustained management of bank reputation and service quality, salesperson competency development, and customer-centric service offerings. These findings contribute valuable insights for financial institutions seeking to strengthen long-term commercial banking relationships.