본 연구는 종합자산관리서비스가 갖추어야 하는 요소를 파악하고, 최근 한국투자증권에서 신개념 자산관리서비스로 출시한 I'M YOU에 대한 사례분석을 통해 차별화 포인트 및 대고객 전략을 분석하고 이를 금융서비스품질 평가지표와 대조하여 현황을 파악하고자 하였다. 우선, 문헌고찰을 통해 종합적인 자산관리서비스가 갖추어야 하는 요소를 파악한 결과 개별성과 복합성, 그리고 맞춤형이 필요한 것으로 나타났다. I'M YOU의 차별화 전략과 고객만족을 위한 전략을 살펴본 결과는 다음과 같다. 첫째, “I'M YOU”는 구체적인 운영프로세스로 관리되고 있었다. “I'M YOU” 상품의 설계와 서비스는 경제/시황을 정량적 지표와 정성적 판단의 조화를 통해 판단한 후 적절한 자산배분을 위해 체계적인 단계를 거쳐 편입자산을 선정하고 지속적인 운용경과의 점검과 리스크 관리가 이루어지는 단계를 거치고 있었다. 둘째, “I'M YOU”는 경기선행지수를 활용해 투자 비중을 계량화하고, 시장국면별 자산을 배분하는 가이드 역할로써, 실물경기국면을 가시적으로 제시하는 한국투자증권만의 독창적인 ‘KIS 투자시계’를 활용한 차별화된 자산운용기법을 적용하고 있었다. 셋째, 기존의 고객의 자산증감에 상관없이 부과하던 수수료 체계에서 벗어나, 고객의 자산규모에 따라 일정률을 부과하는 후취수수료 체계를 도입함으로써 고객과 이해관계가 일치하는 합리적인 수수료를 산정하고 있었다. 넷째, I'M YOU는 고객의 계좌를 단위로 자산을 운용함으로써 고객 스스로 자신만의 포트폴리오 현황과 수익률 등을 실시간으로 조회할 수 있고, 매월 성과보고서를 제공하며 자산운용과 관련한 다양한 전문 투자지식 및 노하우를 습득할 수 있도록 지원하고 있다. 다섯째, I'M YOU는 고객의 투자성향과 자산운용에 대한 일임의 정도를 반영하여 상품을 제시하였다. 특히, 각 상품들은 위험의 정도가 다른 만큼 수익 성과에도 차이가 발생하게 되는 점을 감안하여 상품라인별로 수수료율을 차등 적용(연 1.8%~연 2.5%) 함으로써 투자성향이 다른 고객들 간의 수수료에 대한 불만을 해소하고자 하였다. 여섯째, I'M YOU는 다양한 투자자산을 1개의 계좌에서 포괄적으로 편입하여 운용 및 관리함으로써 고객에게 편리한 one-stop 서비스를 제공하고 있었다. 마지막으로 본격적인 자산관리서비스 제공을 위한 종합영업직군제의 시행, 완전판매를 위한 직원들의 역량강화 교육, 고객응대를 위한 서비스 매뉴얼 북 제작, CS day 시행 및 Image Plus와 CS 탐구생활 프로그램 운영 등 다양한 CS교육과 VOC위원회 활동을 통해 고객만족을 실천하고 있었다. 한 결과를 종합한 결과, 한국투자증권의 I'M YOU는 금융서비스품질 평가지표 중 INPUT 요소의 대부분을 충족시키는 것으로 보여 지고, 종합자산관리서비스로써 갖추어야 하는 요소인 개별성과 맞춤성이 잘 반영되어 있다고 판단되었다.The purpose of this study is to inspect the details of wealth management service that every financial businesses provide to dominate the financial market in advance, to examine the state of the art on the quality of the service, and to grab what is needed for true wealth management service. So, this study analyzed the case on “I'M YOU” of Korea Investment & Securities Co.(hereafter KIS), which is assessed as a successful wealth management service lately. I'M YOU is the wealth management service which KIS will intend to become a lifetime companion with customers, enabling them to reach their goals, and which has launched at March, 2010 and made a good record up to now. Through this case analysis, we could identify necessary conditions that wealth management services of local securities companies are needed to become a total financial services. The result of the study will be useful as informations to preoccupy and maintain competitive edge in the filed of financial industry including banking and insurance businesses. First of all, we conducted literature review and found individuation, complexity, and customization as required components of collective wealth management service. We exploited Evaluation Framework of Financial Service Quality of Kim et al.(2011) based on Oh's(2010) evaluation model of financial service in order to assess differentiation strategy and customer satisfaction of I'M YOU. The results are as follows. First, I'M YOU has applied KIS Investment Clock to asset management. It plays a role in predicting market trend being important in asset allocation strategy. KIS acquired the exlusive right of using from Korea Financial Investment Association for originality that is showing tangibly each phases of real economy by expressing economic cycle as a clock. It coincides with evaluation index of Kim et al.(2011) that wrap account should be based on specific analysis of risk and structure to provide high level of financial investment service. Second, I'M YOU has managed by concrete processes. Each processes of asset management is related to research division, committee for investment strategy, and committee for product selection. And it has decided allocation weight of asset enrolled in relation to KIS Investment Clock according to customers propensity on investment. Especially, enrolled asset has been allocated to a proper account through four stages, not simply account to be good outcome. It coincides with evaluation index of Kim et al.(2011) that financial service should be advanced and secured superior consulting competency and expertise, assesses as a component of preand post-purchasing service to provide customizing service. Third, I'M YOU has intended to settle conflict between customers and the company through application of reasonable fee system. That is, it adopted constant ratio plan in relation to asset scale. But existing convention of the field of financial service is to impose sales commission,asset management fee, and so forth separately. This change is meaning that profit of the company and employees is enlarged also, so makes the company and employees display their competencies to enlarge customers' asset in their positions. Therefore, this factor coincides with appropriateness index of Kim et al.(2011) on service fee based on commission level, and with service factor of reasonability of product design and sales process in considering from when designed and developed product. Fourth, I'M YOU has shaped extensive service line-up and proposed services in considering customers' investment propensity and the degree of trust on asset management. Especially, because each service carry out profit differently in terms of different level of risk, individual service has adopted different fee ratio (1.8%~2.5% a year) depending on customers' investment propensity, which has settled their dissatisfaction. Therefore, I'M YOU meets with diversity and reaching high quality of alternative financial investments, is estimated to endeavor to design and develop services and to protect conflict between the company and customers. Fifth, I'M YOU has made customers ask for their current state of portfolio and rate of return directly, has presented outcome report including judgment and related factors on economic status and market condition monthly. And as long as customers want, it has presented various professional investment knowledge and know-how in relation to asset management. Therefore, we estimated that I'M YOU coincide with the factor of Kim et al.(2011) of whether to announce asset management information in diversity publicly and whether to announce the contents of financial consulting service and its changes in rapidity, besides it endeavor financial education for consumers. Sixth, I'M YOU has presented one-stop service to customers by managing one account including home and foreign stocks and funds, ELS, ELW, ETF, bond, and so forth collectively. And it has an effect diversification of risk either because of plural investments onto superior funds. This is estimated to be suitable for factors on trading conveniency and diversity and expertise of service. Finally, KIS has conducted collective sales position to provide full-scale wealth management service and intensified education for employee competency to reach sell-out. And for customer satisfaction, KIS has made a service manual including appearance, dress code, conversational method, response techniques at counters and on phones across situations, response techniques against dissatisfied customers, and so on, expended various effort to increase positive customer image. Moreover, KIS has run complaint and investment counseling department on- and offline, and responded customers needs at the corporate level. These efforts for CS is estimated to be suitable for factors on financial consumer protection.