CAJ | 학술논문

本文通过对北京地区随机抽取的商业银行客户样本问卷调查得到的数据建立多个计量模型进行实证分析，发现客户与银行的关系和转换成本对客户转换银行的行为有显著影响：客户与银行之间保持更好的关系可以显著降低客户的转换倾向：客户转换银行所承担的转换成本和转换倾向之间存在明显的负相关关系。这些结论传递给我国商业银行这样一个信息：银行需要重视和改善与现有客户的关系，培养现有客户的忠诚度对维持银行稳定的客户群十分重要，同时银行应该重视对客户转换成本的管理．合理地增加客户转换银行的成本．从而降低客户转换行为发生的可能性．
본문통과대북경지구수궤추취적상업은행객호양본문권조사득도적수거건립다개계량모형진행실증분석，발현객호여은행적관계화전환성본대객호전환은행적행위유현저영향：객호여은행지간보지경호적관계가이현저강저객호적전환경향：객호전환은행소승담적전환성본화전환경향지간존재명현적부상관관계。저사결론전체급아국상업은행저양일개신식：은행수요중시화개선여현유객호적관계，배양현유객호적충성도대유지은행은정적객호군십분중요，동시은행응해중시대객호전환성본적관리．합리지증가객호전환은행적성본．종이강저객호전환행위발생적가능성．
In this paper, using data from a survey questionnaire from a random sample of bank customers in Beijing, we find out that relationships between banks and their clients significantly influence an individual＇s propensity to switch banks. Better relationships between banks and their clients significantly lower an individual＇s propensity to switch banks. We also find that an individual＇s switching cost is significantly negatively correlated With his/her propensity to switch banks. Our results deliver a strong message to banks about the importance of improving relationships with current customers and retaining the loyal customers, which are key factors of building steady client base. Our finding also reminds banks to attach importance to managing customers＇ switching costs,while proper increase of customers＇ switching costs could lower the propensity of switching banks.