PB 고객의 부동산 자산관리 서비스에 관한 실증 연구

PB 고객 대상 부동산 자산관리 서비스의 실태를 분석했다.

In terms of profitability, the financial environment of banks in Korea maintains a low interest rate stance in response to a slowdown in asset growth and a global economic downturn due to an increase in bank sales through holding companies. Low interest rates have reached the limit of asset growth that can yield higher returns than bank rates. Due to the recent change in the business environment due to non-face-to-face banking, the need for a strategy to generate profits through new services and maintain continuous customer relationships is emerging. As an alternative to this necessity, interest in PB, a new growth engine and profit diversification, is increasing.

In the operation of the PB center, this study was conducted to contribute to the activation of the PB center by understanding the investment tendency of customers and proactively checking the level of demand for the customer's service, diversifying and verifying the service area of the bank in a customized manner. The purpose of this study is to enhance the function and role of PB financing to promote investment activities and the development of PB centers for high-value asset owners. Property owners visiting PB centers are more interested in increasing the value of their assets in an active way rather than settling for their current assets.

Therefore, the real estate asset management service aimed by the PB center will contribute to the protection of the investment propensity and privacy of asset owners. In this study, I intend to conduct a study on the impact of PB customers' real estate asset management services as follows. First, the areas of asset management were grouped in consideration of the characteristics of the funds held by customers. This is a strategic choice that allows you to choose and focus on real estate asset management services. Second, the PB center needs to establish a comprehensive consulting system for real estate asset management services.

The services provided by the PB center correspond to comprehensive work related to asset management such as financial information, legal and tax, investment asset recommendation and financial procurement. The comprehensive consulting system of such a PB center can be established by analyzing the characteristics of capital, investment intention, and relationship of asset prices. Third, asset prices using PB centers have a relatively high proportion of investment assets. At the same time, there is a need for services on the flow and prospect of the real estate asset management investment market.

Accordingly, it is intended to derive what are the positive factors affecting PB reliability and satisfaction provided by PB centers. Fourth, the reliability and satisfaction analysis of PB centers is a measure of the customer's intention to continue trading and the intention to recommend others. Through this, it is intended to determine the inflow of continuous transaction customers and new customers, and to provide implications for the profitability of the PB center's real estate asset management service and the ripple effect of the asset management market.

In addition, it enables companies that plan to expand their asset management sector in the future to identify and utilize mid- to long-term competitive factors. Based on this, the purpose of this study is to suggest improvements in real estate asset management services and customer-oriented service plans. Based on the results of this study, I would like to present a plan for real estate asset management service for PB customers as follows. First, a plan to secure stable profits from real estate financial products is prepared. The characteristics of PB customers' real estate investment are generally stable because the source of funds is mainly provided through earned income.

Therefore, financial institutions are prepared to use real estate investment funds through the accumulation of earned income of PB customers, linking to financial products related to earned income and real estate assets and stable real estate investment products through the aim of stable real estate investment services, and securing stable profits for real estate investors. shall. Second, it is necessary to consult with real estate assets and provide basic information.

In the evaluation of real estate asset management service perception of PB customers, real estate use, development, and investment related services and real estate purchase and sale service factors are evaluated relatively high. Therefore, the PB center must provide basic information to generate diversified profits for investment products through consulting investment analysis services for real estate location and commercial area analysis. Third, establishment and activation of real estate asset management services.

As a result of IPA for five types of real estate asset management services of PB customers, real estate information services, real estate tax/legal services, and real estate purchase/sell service factors can be seen as focus improvement areas with lower satisfaction than importance. Therefore, it is required to provide essential information for asset management, such as information on real estate auctions and auctions, and more detailed information and manpower must be deployed in legal advice arising from real estate leases and leases, and information on real estate purchases and sales periods. Fourth, the plan is to expand real estate financial products and promote investment.

As a result of multiple regression analysis on the relationship intention and relationship quality of PB customers, and the establishment of a real estate asset management service system, the important influencing variable for the relationship intention is the in-depth service on the trends and prospects of the domestic real estate market. Through this, it appears that investment and relationship formation proceeds. This leads to the quality of relations through comprehensive service and profit creatio