고객만족도 및 고객충성도가 보험회사 성과에 미치는 영향

Abstract

[Purpose]The purpose of this study is to analyze whether higher customer satisfaction and loyalty have an effect on insurance company performance. And the purpose of this study is to examine the moderating effect of FC, which is not a direct relationship between customer satisfaction and customer loyalty and corporate performance, to better regulate these two relationships. [Methodology]In this study, a survey was conducted on general citizens who had insurance purchase experience. As for the research method, reliability analysis and validity analysis were performed as a research methodology, and correlation and regression analysis were performed. [Findings]The results of this study are as follows. First, it was verified that the higher the customer satisfaction and customer loyalty, which are the basic hypotheses, the higher the performance of the insurance company. Second, it was verified that the characteristics of customer orientation, communication, and service orientation had a moderating effect on the relationship between customer satisfaction and customer loyalty and insurance company performance in the analysis that divided the moderating role of FC, a major moderating variable, into three categories. [Implications]Through this study, there is an academic contribution in that it was able to empirically confirm that an FC plays an important role in regulating customers and companies. In addition, the practical implication of this study is that by recognizing the importance of the role of an FC and actively utilizing it, policyholders obtain more insurance information from the FC when purchasing insurance, and FC provide better service to customers when selling insurance is that it can create an opportunity to execute.