고객 세분화를 통한 은행 서비스 품질 측정 기법 연구

Abstract

A lot of bank have had an effort to get the competitive ability for attracting customers and maintaining them in the rapidly changing bank situation. In addition, there have been a lot of studies about the service quality to get competitive power in many ways. There are, however, some limits in applying previous methods to bank system because they have been designed to measure service quality in fragments though customers differently feel it. In this paper, we segment customers with considering characteristics of them and basing on the concept of CRM, and we show that each segmented group has different service quality levels with Conjoint analysis that can measure service quality synthetically including the psychology parts. In addition, we use the Hotelling's statistic to set up the control limits, and MYT decomposition analysis to decompose the data which are out of control. We also show the method to detect the service quality characteristics which make them out of control, and present some managemental schemes for banks to apply appropriately to measuring and improving service quality.