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      銀行서비스의 顧客 關係마케팅에 관한 硏究 : 地方金融市場을 中心으로 = (A) study on relations marketing of banking service : Focus on local financial market

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      https://www.riss.kr/link?id=T9855807

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      다국어 초록 (Multilingual Abstract)

      In this study, a survey for banking consumers in Kyungsangnamdo was performed to analyze correlation between explanative variables and mediating variables of relationship marketing.
      Major results of the survey are as follows:
      First, consumers in Kyungsangnamdo keep neutrality for relationship discontinuation cost which is expectative loss to be incurred when they change transaction bank.
      Second, public values between the local citizen and their transaction banks bring about positive effect.
      Third, a communication tool, such as media advertisement, business letter, poster, or a staff's visit, seldom affects consumers choice of financial wares.
      Fourth, the great relationship commitment to transaction bank was not found.
      Fifth, the consumers in Kyungsangnamdo trust their transaction bank in staffs' ability, getting information, financial wares, computer ability, foreign exchange dealing ability, etc.
      In this study, cross tables are investigated to find the relative factors about the confidence or relationship commitment to transaction bank.
      Major results of the cross analysis are as follows:
      First, correlation between relationship discontinuation cost and relationship commitment was not found in Kyungsangnamdo.
      Second, correlation between contribution and relationship commitment was clearly found. This means that a bank has the more contribution to local society, consumers in Kyungsangnamdo have the more relationship commitment. Similarly, public value is distinctly related to consumers relationship commitment.
      Accordingly, financial consumers in Kyungsangnamdo have the strong relationship commitment which incurred from public value while they have the weak opportunity cost which incurred from changing transaction bank.
      Third, the more contribution of a bank is given to local society, the more trust of local consumers is given to the bank. Similarly, public values give trust to consumers.
      Fourth, correlation between communication and trust is found.
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      In this study, a survey for banking consumers in Kyungsangnamdo was performed to analyze correlation between explanative variables and mediating variables of relationship marketing. Major results of the survey are as follows: First, consumers in Kyu...

      In this study, a survey for banking consumers in Kyungsangnamdo was performed to analyze correlation between explanative variables and mediating variables of relationship marketing.
      Major results of the survey are as follows:
      First, consumers in Kyungsangnamdo keep neutrality for relationship discontinuation cost which is expectative loss to be incurred when they change transaction bank.
      Second, public values between the local citizen and their transaction banks bring about positive effect.
      Third, a communication tool, such as media advertisement, business letter, poster, or a staff's visit, seldom affects consumers choice of financial wares.
      Fourth, the great relationship commitment to transaction bank was not found.
      Fifth, the consumers in Kyungsangnamdo trust their transaction bank in staffs' ability, getting information, financial wares, computer ability, foreign exchange dealing ability, etc.
      In this study, cross tables are investigated to find the relative factors about the confidence or relationship commitment to transaction bank.
      Major results of the cross analysis are as follows:
      First, correlation between relationship discontinuation cost and relationship commitment was not found in Kyungsangnamdo.
      Second, correlation between contribution and relationship commitment was clearly found. This means that a bank has the more contribution to local society, consumers in Kyungsangnamdo have the more relationship commitment. Similarly, public value is distinctly related to consumers relationship commitment.
      Accordingly, financial consumers in Kyungsangnamdo have the strong relationship commitment which incurred from public value while they have the weak opportunity cost which incurred from changing transaction bank.
      Third, the more contribution of a bank is given to local society, the more trust of local consumers is given to the bank. Similarly, public values give trust to consumers.
      Fourth, correlation between communication and trust is found.

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      목차 (Table of Contents)

      • 목차 = ⅰ
      • Ⅰ. 서론 = 1
      • 1. 연구목적 = 1
      • 2. 연구범위 및 방법 = 1
      • Ⅱ. 관계마케팅의 이론적 배경 = 3
      • 목차 = ⅰ
      • Ⅰ. 서론 = 1
      • 1. 연구목적 = 1
      • 2. 연구범위 및 방법 = 1
      • Ⅱ. 관계마케팅의 이론적 배경 = 3
      • 1. 관계마케팅의 일반적 이론 = 3
      • 1) 관계마케팅의 정의 = 3
      • 2) 관계마케팅의 중요성 = 6
      • 3) 관계마케팅의 발전과정 = 9
      • 2. 대고객관계마케팅 = 13
      • 1) 대고객 관계마케팅의 정의 = 13
      • 2) 대고객 거래형태 = 16
      • 3) 대고객관계의 형성과정 = 17
      • 4) 대고객관계에 관한 선행연구 = 19
      • 3. 관계마케팅과 연결뱅킹 = 20
      • 1) 은행의 관계마케팅 전략 수립 = 20
      • 2) 고객관리의 기본방향 = 21
      • 3) 연결뱅킹전략 = 23
      • Ⅲ. 고객 관계마케팅에 대한 실태분석 = 27
      • 1. 실태분석 배경 및 연구모형 = 27
      • 1) 실태분석 배경 = 27
      • 2) 연구모형 = 28
      • 2. 설문조사결과 = 29
      • 1) 관계단절비용 = 29
      • 2) 공유가치 = 30
      • 3) 의사소통 = 31
      • 4) 관계의지 = 31
      • 5) 신뢰성 = 31
      • 3. 교차분석 = 32
      • 1) 관계단절비용과 관계의지 = 32
      • 2) 공유가치와 관계의지 = 34
      • 3) 공유가치와 신뢰성 = 35
      • 4) 의사소통과 신뢰성 = 36
      • Ⅳ. 은행의 고객만족 마케팅전략 = 38
      • 1. 고객밀착형 마케팅전략 = 38
      • 1) PB(Private Banking) 차별화전략 = 38
      • 2) 재무계획 상담(Financial Planning) 전략 = 41
      • 2. 지역밀착형 마케팅전략 = 43
      • 1) 이벤트 마케팅 = 43
      • 2) 고객조직화 마케팅 = 44
      • 3. DB마케팅과 고객만족 관리전략 = 46
      • 1) DB 마케팅 = 46
      • 2) 고객만족관리 = 47
      • 4. 상품판매전략 = 52
      • 1) 패키지 상품 전략 = 52
      • 2) 교차판매 전략 = 53
      • 5. 서비스품질 향상전략 = 55
      • 1) 서비스 품질의 개념과 결정요소 = 55
      • 2) 서비스품질 향상 전략 = 57
      • Ⅴ. 요약 및 결론 = 59
      • 참고문헌 = 61
      • 부록 설문지 = 64
      • Abstract = 70
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