Purpose: Financial institute employees have various education programs for enhancing customer satisfaction.
The purpose of this study is to explore critical factors that affect the service commitment in the financial
institution and to propose the implication for employee's service involvement.
Methods: This study is intended to identify how service quality of education, servicescape, and learning motivation
affect the service commitment. The research model proposed in this study is tested via a survey of
322 employees for financial institution employees.
Results: This study shows that tangibles, reliability, assurance and ambient condition, physical structure, symbolic
artifacts and internal motivation, extrinsic motivation significantly influence education satisfaction.
Tangibles, reliability and ambient condition, physical structure, symbolic artifacts and internal motivation significantly
influence affective service orientation and that tangibles, reliability, assurance and extrinsic motivation
significantly influence altruistic service orientation. It also verifies that education satisfaction affective
service orientation, and altruistic service orientation positively affect service commitment.
Conclusion: This study suggests critical factors to promote service commitment in the financial institute. It
has focused on not only the service quality of education program, but also servicescape and learning motivation
as the meaningful factors for increasing the employee's service involvement.
Key Words: CS Education, Education Service Quality, Learning Motivation, Service Commitment, Servicescape
Babakus, E., Yavas, U., Karatepe, O. M., and Avci, T. 2003. “The Effect of Management Commitment to Service
Quality on Employees' Affective and Performance Outcomes.” Journal of the Academy of Marketing Science
Bae, I., Choi, J. I., Kang, M. S., and Lim, S. E. 2013. "The Effect of Service Quality of Education on Service
Commitment - Focused on Life Insurance Planners -." Journal of the Korean Society for Quality Management
Baker, J. 1986. "The Role of Environment in Marketing Services: The Consumer Perspective." In Cepeil J. A.,
Congram C., and Shanahan J. (Eds.), The Service Challenge: Integrating for Competitive Advantage." American Marketing Association Chicago 79-84.
Bandura, A. 1986. Social Foundations of Thought and Action: A Social Cognitive Theory. Upper Saddle River. NJ:
Baron, R. A. 1994. "The Physical Environment of Work Settings: Effects on Task Performance, Interpersonal
Relations, and Job Satisfaction." Research in Organizational Behavior 16:1-46.
Belk, R. 1975. "Consumer Behavior. The Wiley Blackwell Encyclopedia of Consumption and Consumer Studies."
Journal of Consumer Research 2(12):157-164.
Bitner, M. J. 1992. "Servicescapes: The Impact of Physical Surroundings on Customers and Employees." The
Journal of Marketing 56(2): 57-71.
Bloemer, J., and de Ruyter, K. 1995. "Integrating Service Quality and Satisfaction: Pain in the Neck or Marketing
Opportunity?” Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior 8:44-52.
Brophy, J. E. 2013. Motivating Students to Learn, 3rd ed. New York: Routledge.
Chin, W. 1998. "The Partial Least Squares Approach to Structural Equation Modeling." Modern Methods for
Business Research 295(2):295-336.
Cohen, J. 1988. Statistical Power Analysis for the Behavioral Sciences. Psychology Press.
Cronin Jr, J. J., and Taylor, S. A. 1994. "SERVPERF versus SERVQUAL: Reconciling Performance-based and
Perceptions-minus-expectations Measurement of Service Quality." The Journal of Marketing 58(1): 125-131.
Efron, B., and Tibshirani, R. 1997. "Improvements on Cross-validation: The 632+ Bootstrap Method." Journal of
the American Statistical Association 92(438):548-560.
Elmadağ, A. B., Ellinger, A. E., and Franke, G. R. 2008. "Antecedents and Consequences of Frontline Service
Employee Commitment to Service Quality." Journal of Marketing Theory and Practice 16(2): 95-110.
Gil, H., Shim, S., and Chang, H. 2011. "The Effect of Service Quality of Advanced Mercantile Management
Program and the Motivation of Participating on the Satisfaction of Education and Positive Behavioral Intention."
Management Education Review 26(4):581-600.
Glaser J., and Knowles E. D. 2008. "Implicit Motivation to Control Prejudice." Journal of Experimental Social
Grönroos, C. 1984. "A Service Quality Model and Its Marketing Implications." European Journal of marketing
Hair J., Jr. Black W., Bavin B., and Anderson R. 2010. Multivariate Data Analysis. 7th ed. Upper Saddle River.
NJ: Prentice Hall.
Han, Y. 2014. "The Study on the Relationship between the Degree of Instruction Participation and Major
Satisfaction and the Employment Preparation Behavior by the Major Selection Motive and Their Work Valuers
of University Students." Doctoral Dissertation, University of Kyungsung, Busan.
Hong, S. 2008. "An Empirical Study on the Degree of Satisfaction with Realtor Training Services." Doctoral
Dissertation, University of Daegu, Daegu.
Kim, A. 2010. Academic Motivation: Theory, Research, and Application. Seoul: Hakjisa.
Kim, D. 2014. "The Structural Relationships among Life Event Stress, Self-Esteem, Depression, and Suicidal
Ideation : A Comparison of Working Women and Full Housewives." Korean Education Inquiry 32(2):113-131.
Kim, J. H., and Ree, S. 2011. “An Empirical Study on Effect of Education Service Quality Which Influence Re-Use
and Customer Satisfaction-Focusing on E live-long Education Center.” Journal of the Korean Society for
Quality Management 39(1):155-166.
Kim, K., and Do, E. 2005. "The Effects of Service Education Quality on Satisfaction of Education and
Customer-Orientation." Proceedings of the 2005 Conference of Korean Academic Association of Tourism
Kim, S. C., and Lee, H. S. 2002. “A Study of Service Orientation, Human Resource Satisfaction, Customer
Orientation Effects of Performance in Hospital.” Journal of the Korean Society for Quality Management
Ko, B., and Kim, D. 2013. "Relationship between Major Selection Motivation and Practice Class Attitude of Major
for Culinary and Baking College Students - A Case Study of Freshmen of “D College in Daegu City." Food
Service Industry Journal 9(1):57-69.
Kotler, P. 1973. "Atmospherics as a Marketing Tool." Journal of Retailing 49(4):48-64.
Lee, K., Jang, H., and Woo, Y. 2007. "The Effect of Service Quality of Merchant Education in Traditional Market
on Satisfaction and Customer Orientation." Proceedings of the 2007 Conference of Korea Association of
Business Education 45-52.
Lee, S., and Choi, Y. 2011. "Academic Motivation: Theory, Research, and Application. Korean Journal of
Occupational Health Nursing 20(3):337-345.
Lim, Y., and Choi, D. 2007. "A Study on Financial Institution's Quality of Service and Customer Satisfaction."
Journal of Industrial Econmics and Business 20(6):2485-2508.
Lin, I. Y. 2004. "Evaluating a Servicescape: the Effect of Cognition and Emotion." International Journal of
Hospitality Management 23(2):163-178.
Liu, R., and Jung, L. 1980. "The Commuter Student and Student Satisfaction." Research in Higher Education
Lucas, R. W. 2009. Customer Service: Skills for Success. Columbus, OH: McGraw-Hill.
Milliman, R. E. 1986. "The Influence of Background Music on the Behavior of Restaurant Patrons." Journal of
Consumer Research 13(2): 286-289.
Moon, S., and Jung, H. 2009. "The Effect of Educational Service Quality in Business Administration on Assurance
and Satisfaction." The Journal of Business Education 23(1):201-218.
Mowen J. C., Harris E. G., and Sterling A. Bone. 2004. "Personality Traits and Fear Response to Print
Advertisements: Theory and Empirical Study." Psychology & Marketing 21(11):927-43.
Oliver, R. L. 2014. Satisfaction: A Behavioral Perspective on the Consumer. London, UK: Routledge.
Parasuraman A., Zeithaml V. A., and Berry L. L. 1988. "Servqual." Journal of Retailing 64(1):12-40.
Parkington, J. J., and Schneider, B. 1979. "Some Correlates of Experienced Job Stress: A Boundary Role Study."
Academy of Management Journal 22(2):270-281.
Peccei, R., and Rosenthal, P. 1997. "The Antecedents of Employee Commitment to Customer Service: Evidence
from a UK." International Journal of Human Resource Management 8(1):66-86.
Pintrich, P. R., and Schunk, D. H. 2002. Motivation in Education: Theory, Research, and Applications. Upper
Saddle River. NJ: Prentice Hall.
Rosenbaum, M. S., and Montoya, D. Y. 2007. "Am I Welcome Here? Exploring How Ethnic Consumers Assess
Their Place Identity." Journal of Business Research 60(3):206-214.
Sargent, L. D., and Terry, D. J. 2000. "The Moderating Role of Social Support in Karasek's Job Strain Model."
Work & Stress 14(3):245-261.
Saxe, R., and Weitz, B. A. 1982. "The SOCO Scale: A Measure of the Customer Orientation of Salespeople."
Journal of Marketing Research 19(3):343-351.
Schneider, B., and White, S. S. 2004. Service Quality: Research Perspectives. Sage Publications.
Sherden, W. A. 1988. "Gaining the Service Quality Advantage." Journal of Business Strategy 9(2):45-48.
Tenenhaus M., Vinzi V. E., Chatelin Y. M., and Lauro C. 2005. "PLS Path Modeling." Computational Statistics &
Data Analysis 48(1):159-205.
Tse, D. K., and Wilton, P. C. 1988. "Models of Consumer Satisfaction Formation: An Extension." Journal of
Marketing Research 25(2): 204-212.