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J Korean Soc Qual Manag. 2016 Mar;44(1):121-138.
Published online 2016 April 18.
ⓒ KSQM.ORG. All rights reserved.

A Study on the Factor Affecting the Service Commitment in Customer Satisfaction Education: Focused on Financial Institute Employee

Injoung Bae * ․ Soeun Park * ․ Jeongil Choi **

* Graduate School of Business Administration, Soongsil University ** College of Business Administration, Soongsil University


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


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