Abstract
Korean Abstract: 향후 전문적인 은퇴설계서비스에 대한 수요가 점차 늘어날 것으로 예상되는 상황에서 이러한 서비스를 통해 소비자가 진정으로 만족을 얻기 위해서는 소비자의 관점에서 은퇴설계서비스의 품질을 평가하고 소비자 지향적 서비스의 조건을 도출할 필요가 있다. 이에 본 연구에서는 비은퇴자를 대상으로 6개 은행, 4개 생명보험사로부터 은퇴설계서비스를 체험하고 품질 평가를 수행하도록 한 후 이를 분석하여 다음과 같은 연구 결과를 도출하였다. 은퇴설계서비스 품질을 상품 품질, 전달 품질, 환경 품질의 3가지 차원으로 측정한 결과 전달 품질, 환경 품질, 상품 품질 순으로 점수가 높았다. 한편, 소비자들은 은퇴설계서비스를 평가함에 있어서 중요하게 고려되어야 하는 차원의 우선순위를 상품 품질, 전달 품질, 환경 품질 순으로 높게 평가하고 있었다. 이처럼 가장 중요하게 여겨지는 상품 품질의 점수가 가장 낮은 수준으로 평가되면서 전반적인 품질 점수를 낮추는 결과를 가져왔다. 품질에 대한 평가가 전반적 만족도, 재이용 의도, 추천 의향에 미치는 영향을 분석한 결과, 상품 품질과 전달 품질에 대한 평가 점수가 높을수록 전반적 만족도가 증가하고, 전달 품질에 대한 평가가 좋을수록 재이용 의도가 높아지는 것으로 밝혀졌으며 추천 의향에는 상품 품질, 전달 품질, 환경 품질 모두가 유의한 정의 영향을 미치는 것으로 나타났다. 본 연구는 소비자의 관점에서 은퇴설계서비스 품질에 대한 평가를 실시하고, 이를 토대로 은퇴설계서비스 품질 개선에 대한 함의를 제공하였다는 점에서 의의를 지닌다. English Abstract: Demand for professional retirement planning services is expected to increase in the future and as such it is necessary to evaluate the quality of retirement planning services from the consumer’s point of view in order to derive the conditions for truly satisfying, consumer-oriented service. Accordingly, in this study, non-retirees were given the chance to experience retirement planning services from 6 banks and 4 life insurers after which they were asked to evaluate the quality of their consultations. An analysis of the results followed. The quality of retirement planning services was measured by the three dimensions of product quality, delivery quality, and environment quality. As a result, the evaluation scores were high to low in the order of delivery quality, environment quality, and product quality. On the other hand, consumers ranked in the order of product quality, delivery quality, and environment quality the dimensions that they prioritized when evaluating retirement planning services. As a result of analyzing the effect of quality evaluation on overall satisfaction, intent to return and intent to recommend, the study found overall satisfaction increased with higher evaluation scores in product quality and delivery quality, and a favorable evaluation of the delivery quality had a positive effect on intent to return. All three dimensions were found to have a significant impact on intent to recommend. This study is meaningful in that it is a consumer-based evaluation of the quality of retirement planning services and provides implications for improving the field based on this evaluation.
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