프로모션의 유형이 프라이빗 뱅킹 상품의 구매의도에 미치는 영향: 로열티와 호감도의 매개효과를 중심으로 (Influences of Type of Promotions on Purchase Intention of Private Banking Products: Loyalty and Preference as Parameter)

서지정보

· 발행기관 : 대한경영학회
· 수록지 정보 : 대한경영학회지 / 31권 / 3호 / 531 ~ 556페이지
· 저자명 : 이상희, 송홍민, 전홍식

초록

제2금융권은 대표적인 서민금융기관이나 제1금융권에 비해 적은 금융규모, 전산 인프라 전문 인력과 홍보부족 등으로 활성화되지 못하고 있다. 또 제2금융권 고객의 상당수는 60세 이상의 고연령층으로, 농촌 인구의고령화로 인한 농가 소득의 감소와 농가인구 및 농가수 감소로 인해 점포수가 감소되고 있다. 이에 따라 제2금융권은 고객을 확보하기 위한 노력의 일환으로 프라이빗 뱅킹 서비스를 확대해 나가는 것이 필요하다. 이러한차원에서 본 연구는 제2금융권의 프라이빗 뱅킹사업을 활성화하기 위해 마케팅 전략을 모색하고자 프로모션유형이 로열티와 호감도를 매개로 프라이빗 뱅킹 상품의 구매의도에 미치는 영향에 대해 실증분석 하였다.
연구의 차별성을 확보하고자 제2금융권, PB 마케팅, 판매촉진, 로열티, 호감도, 그리고 구매의도에 관한 선행연구 고찰을 실시했으며 이론적 근거에 기반하여 연구모형을 도출하고 가설을 설정하였다. 실증분석은 제2금융권중 상호금융기구(지역농협, 수협, 산림조합)를 이용하는 고객을 대상으로 설문조사를 통해 진행되었다.
연구결과, 3가지 프로모션 유형(쿠폰가치, 사은품 중요성, 이벤트 다양성) 중 쿠폰가치만이 구매의도에 직접적으로 정(+)의 영향을 미치는 것으로 나타난 반면, 사은품 중요성과 이벤트 다양성은 매개변수(로열티, 호감도)를 통해 구매의도에 영향을 미치는 것으로 확인되었다.
본 연구의 결과는 제2금융권이 경쟁력을 확보하기 위해 실시하는 다양한 프로모션을 제대로 이해하는 것이중요하다는 것을 밝혔다. 더불어 제2금융권이 금융상품 실적 향상을 위해 고객을 확보하는 과정에서 다양하게실시되는 직・간접적인 마케팅도 중요하지만 고객과의 지속적인 관계개선을 위한 노력 역시 중요함을 제시하였다는 점에서 의의를 가진다 할 것이다.

영어초록

Although the second financial sector is a typical small financial institution, many of its customers are old and have a very high age, and it is time to make a self-directed effort to increase the revenue sources from the decrease in the number of members.
This study sought to increase the subscription of private banking products to revitalize the credit business of the second financial sector. As a part of marketing, we divided the promotion type and analyzed the effect of existing customers and interested respondents on the subscription.
Of these, 286 customers were selected to derive a hypothesis based on previous studies. In order to secure the differentiation of research, previous studies on the second financial sector, PB marketing, sales promotion, royalties, preference, and purchase intentions were carried out and the research model was derived and hypotheses were established based on the theoretical basis.
The empirical analysis was carried out through questionnaires of customers using mutual financial institutions (local agricultural cooperatives, water cooperatives, and forestry unions) in the second financial sector. Based on the results of this study, it can be concluded that the use of coupon as a price discount factor is more effective for customers to join the PB product in the second financial sector. On the other hand, even though the same price-discount factor, it can be confirmed that the gift items are not statistically significant, and this suggests that more research on gifts should be conducted. Also, it was confirmed that the event, which is a value added element, has no direct influence on the purchase intention. This suggests that in order to attract customers, it is necessary to develop various products that can receive direct discounts. and hypothesis test results on mediating effect. In contrast to the direct effect, it was confirmed that gifts and events influenced purchase intention through mediation of parameters (royalties, preference). On the other hand, it was found that the gift items did not lead to purchasing through the parameters.
As a result of the research, only the coupon value among the three promotional types (coupon value, importance of gift items, and event diversity) directly affects the purchase intention, The Free giftimportance items and event diversity were found to influence purchase intention through parameters (royalties, preference). And it was confirmed to affect the intention. The results of this study show that it is important to understand the various promotions that the second financial sector has to secure its competitiveness. In addition, it is important to point out that while direct and indirect marketing is also important in the process of securing customers to improve financial performance, something to do. Therefore, in future research, it is necessary to analyze and verify the types of promotions that meet the needs of customers through the development of various products of the second financial sector.
In addition, in order to interpret the results of this study more practically and to activate the second financial sector, the problems of the second financial sector apart from the results of this study, First, we pointed out that the second financial sector, which is the largest customer of financial services, has the biggest problem of the restriction of research on promotion type due to the aging of the customer group compared to the first financial sector. And he emphasized that there are still a large number of second financial areas where most of the services are provided only by visiting customers. This has led to the deterioration of customers in the long run, which has led to the detachment of customers. The lack of promotions for customers, unfaithfulness due to low morale of employees, and the abrupt drop in morale and decent computerized infrastructure manpower.
Therefore, the second financial sector should also try to change the promotion type and improve the treatment for the employees by promoting the type of promotion centered on excellent customers in order to revitalize the credit business.

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