은행에서의 고객경험이 고객충성도에 미치는 영향

초록

Purpose: The paper aims to measure customer experience at banks in South Korea. This study examines six factors of customer experience and identifies their impacts on customer loyalty. Methods: The collected data with surveys were analyzed by using multi‐regression analysis. The measurement tools used for this study were categorized into six dimensions: Customization, Employees, Servicescape, Internet Banking, Value addition, and the Presence of other customers. Results: Customer experience has an influence on customer satisfaction: The effects of Customization, Employees, Servicescape, Internet Banking and Value addition were found. However, the presence of other customers was not significant on customer satisfaction. Interestingly, it was found that customer satisfaction made a statistically significant influence on customer loyalty. Conclusion: This study focuses on a bank sector of customer experience. Thus, six factors of measuring customer experience were found. The results of this study will predict customers’ experience and also build up effective strategies for the utmost satisfaction of the customers.

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