協同組織金融機関のリテールにおける信頼とコミットメント

抄録

This study examines the effectiveness of a marketing approach for cooperative system financial institutions by making operable the major structural concepts in relationship marketing. Relationship marketing, based on a long-term and consecutive relationship with the customers, has become a central issue in marketing. In addition, the constructive concept of relationship marketing shares many common features with the membership system philosophy of cooperative system financial institutions. In this study a hypothetical model is made based on the above being verified by using covariance structure analysis. The hypothetic model considers "trust" and "commitment" as latent variables. Other observed variables include the retention rate of members, the percentage of members, the characteristics of cooperative system financial institutions and normal business indexes. This analysis proves that the two concepts, trust and commitment, influence business indexes of savings and number of households using utilities to a great extent. It also demonstrates that between trust and commitment enough degree of influence was recognized to allow an interpretation based on customers' financial activities. The degree of influence of the items relating to the membership system was not fully detected; however, it is considered because of the special circumstance that members are aging. In conclusion, this paper shows that the relationship marketing approach is on the whole, very effective.