A Study on Factors for Improving Foreign Exchange Services of Financial Institutions Based on the Kano Model

Recently, most financial companies are competitively launching foreign exchange services that combine card products in line with the recovery of overseas travel after the COVID-19 pandemic. Accordingly, this study aims to identify the core quality elements of foreign exchange services in two aspects, currency exchange and remittance, and derive strategic implications to enhance the competitiveness of financial companies. To this end, a survey was conducted on customers using foreign exchange services, and the quality attributes of foreign exchange services were classified and evaluated using the Kano model and Timko methodology.<br/> As a result of the analysis, for foreign exchange services in order to increase customer satisfaction, improvements in branch accessibility and preferential exchange rate level are required, and in order to resolve customer dissatisfaction, improvements in additional services such as primary bank, transaction stability and security, ease of digital banking operation, and immediate currency exchange were found to be effective. Meanwhile, for remittance services, in order to increase customer satisfaction, improvements are required for accessibility to branches, ease of digital banking operation, and preferential remittance fee levels, and in order to resolve customer dissatisfaction, improvements are required for speed of business processing, and preferential remittance fee levels.