MZ 세대의 은행 선택속성 연구 – 대형 시중은행과 인터넷전문은행을 중심으로 = A Study on the Bank Selection Properties of the MZ Generation : Commercial bank and Internet bank

다국어 초록 (Multilingual Abstract)

Due to the recent COVID-19 pandemic, non-face-to-face financial transactions have expanded further, and the mobile-friendly Generation MZ is emerging as major consumers.
The digital influence of the generation is getting stronger, such as mobile banking, which was mostly used by Generation MZ in the early stages and is now commonly used across all generations. Against the backdrop, this study aimed to investigate the selection attributes of financial institutions for Generation MZ, which will lead the financial consumption of the next-generation, using the IPA Matrix and to present the data necessary for establishing a marketing positioning strategy for Generation MZ.
The IPA used in this study stands for Importance-Performance Analysis and is a marketing analysis method proposed by Martilla & James in 1977. The marketing analysis tool allows one to analyze what importance and satisfaction customers have for selection attributes. The quadrants are divided as follows: Quadrant I: Keep Up the Good Work, Quadrant II: Concentrate Here, Quadrant III: Low Priority, and Quadrant IV: Possible Overkill.
After conducting a survey for seven days through an online survey agency, 300 valid samples were obtained. For the survey, a 5-point Likert scale was used with response options, such as Strongly disagree, Disagree, Neutral, Agree, Strongly agree, and it was designed to answer importance and satisfaction at the same time. For the survey, 150 samples were collected from Generation M(aged between 28 and 39) and Generation Z(aged less than 27) each.
This study derived six categories: bank image, attractiveness of financial products, proximity, human service, financial service, and digital banking, and 26 detailed attributes from previous studies. The survey was conducted based on them, and the analysis results are as follows: first, the result of analyzing the overall IPA Matrix generated 11 attributes: stability, convenience, work processing speed, brand awareness, banking security, response to customer inquiries, work process efficiency, nearby ATM, branch distance, banker's friendliness, and deposit convenience, which were located in the first quadrant and indicate high importance and satisfaction. The four attributes of card benefits, branch distribution, bankers expertise, and ethical management appeared in the second quadrant, the area of Concentrate Here. The 10 attributes of currency exchange rates and fees, diversity of financial products, financial consultation, easy loan, promotions for new products, everyday finance/investment information, low-interest loan products, asset management/financial product recommendation, corporate social responsibility, and high-profit savings accounts, were placed in the low-priority third quadrant, and the attribute of bank's evaluation ranking was located in the fourth quadrant.
Second, the two attributes of branch distribution, and card benefits were placed in the area of intensive improvement for Generation M.
Third, the 10 attributes of benefits, nearby ATM, work process efficiency, banking security, deposit convenience, branch distance, ethical management, bankers’ expertise, branch distribution, and diversity of financial products, were selected for intensive improvement by Generation Z.
Fourth, when compared to Generation M, a number of attributes were found to need improvement in the IPA Matrix in order to entice Generation Z customers.
Based on the above results, this study suggests the following implications: first, most of all, an understanding of Generation MZ is required. It is necessary to understand that the generation has had a different life cycle from other generations and how their attitudes and positions towards post-retirement life differ.
Second, the attributes positioned in the first quadrant, high importance and high satisfaction, in the IPA Matrix analysis of Generation MZ should maintain a strong relative advantage.
Third, the attributes belonging to the s...

국문 초록 (Abstract)

최근 COVID-19로 비대면 방식의 금융거래가 더욱 확대되고 모바일에 친숙한 MZ세대가 주요소비자로 떠오르고 있으며, 디지털 영향력이 강해지고 있다. 이에 차세대 금융소비를 주도할 MZ세대의 금융기관 선택속성을 IPA Matrix로 파악하여 향후 MZ세대에 대한 마케팅 포지셔닝 전략수립에 필요한 자료를 제시하고자 하였다.
본 연구는 선행연구에서 은행이미지, 금융상품 매력도, 근접도, 인적 서비스, 금융 서비스, 디지털뱅킹 등의 6개의 범주와 26개의 세부속성을 도출하였다. 이를 근거로 설문조사를 실시하였고 분석결과 주요내용은 다음과 같다.
첫째, 전체 IPA Matrix 분석 결과, ‘안정성’, ‘이용편의성’, ‘업무처리속도’, ‘브랜드인지도’, ‘뱅킹 보안성’, ‘고객요청응답’, ‘업무절차효율성’, ‘근거리 ATM’, ‘점포거리’, ‘은행원 친절도’, ‘수신업무용이성’ 등 11개 속성이 1사분면에 위치해 중요도와 만족도가 모두 높은 영역에 해당하였다. ‘카드혜택’, ‘점포분포’, ‘은행원 전문성’, ‘윤리경영’ 등 4개 속성이 2사분면인 집중개선 해야 할 영역에 나타났다. 둘째, M세대의 ‘집중개선’ 영역에 해당되는 선택속성은 ‘점포분포’, ‘카드혜택’ 등의 2개 속성이다. 셋째, Z세대의 ‘집중개선’ 영역에 해당되는 선택속성은 ‘카드혜택’, ‘근거리ATM’, ‘업무절차 효율성’, ‘뱅킹 보안성’, ‘수신업무용이성’, ‘점포거리’, ‘윤리경영’, ‘은행원 전문성’, ‘점포분포’, ‘금융상품의 다양성’ 등의 10개 속성이다. 넷째, M세대와 비교하였을 때, IPA매트릭스에는 Z세대를 타겟팅하기 위해 개선해야 할 다수의 속성이 도출되었다.