프랜차이즈 기반 보험설계사의 고객지향성과 판매지향성이 고객 신뢰, 일체감, 그리고 재계약의도에 미치는 영향: 사회교환이론을 중심으로

• 영문명: Customer and Sales Orientation of Franchising-Based Insurance Agent Format: Their Effects on Customer Trust, Identification, and Intention to Renewal Contract : focused on the social exchange theory
• 발행기관: 한국프랜차이즈경영학회
• 저자명: 문준호(Joon-Ho MOON) 이용기(Yong-Ki LEE) 이순태(Soon-Tae LEE)
• 간행물 정보: 『한국프랜차이즈경영연구』제15권 제3호, 1~15쪽, 전체 15쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2024.09.30

국문 초록

Purpose: The insurance market is steadily growing, with General Agencies (GA) experiencing rapid sales increases. GAs need marketing strategies to boost contract renewal intentions by effectively managing customer relationships. This study examines the impact of perceived customer orientation and sales orientation on customer trust, identification, and renewal intentions with GA insurance planners. Research design, data, and methodology: The study surveyed customers who subscribe to insurance products from GA-affiliated insurance planners. Out of 615 respondents, 251 valid responses were analyzed using frequency analysis, measurement models, and structural equation modeling (SEM) with SmartPLS 4.0. Result: The study revealed that customer orientation positively affects cognitive trust and sense of identification. In contrast, sales orientation did not significantly impact customer trust or identification. Additionally, customer trust positively influences sense of identification, and both trust and identification positively affect the intention to renew the contract. Conclusions: Implementing a customer-oriented marketing strategy is essential for providing tailored customer management services and maintaining or improving the quality of customer relationships for insurance planners. Given that insurance products require long-term management, it is crucial for planners to build trust, enhance customer identification, and offer continuous customer management to meet customers' needs effectively.

목차

1. Introduction

2. Literature Review

3. Research Model and Hypotheses

4. Methodology

5. Results

6. Conclusion

References

키워드

고객지향성 판매지향성 고객 신뢰 일체감 재계약 의도 Customer Orientation Sales Orientation Customer Trust Identity Repurchase Intentions