Abstract
This paper is a study on the effect of switching barriers on switching intentions of car insurance purchase channel. It identifies switching barriers from face-to-face channel to non-facing channel and examines which of the variables among the components of switching barriers have an impact. Considering age among the customer characteristics as a moderating variable, it identifies the differences in the effect of switching barriers of car insurance on switching intentions. For the empirical analysis, a survey was conducted on 297 Korean customers who had either maintained face-to-face channels after applying for car insurance with face-to-face interaction, or who had applied for car insurance through face-to-face interaction but switched to non-facing channel. For the statistical analysis, SPSS 25.0 was used. The results showed that only switching cost has a significant negative effect on the switching intentions. It has been verified that the effect of switching barriers on switching intentions also works significantly in car insurance among the non-life insurance. In addition, after verifying the moderating effect with age as the moderating variable, it showed that age did not have any moderating effect on switching barriers.
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