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.